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UK Lotteries market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Lotteries market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report covers all the products offered by the National Lottery, the Health Lottery and other society, charity and local lotteries. Only the National Lottery and lotteries regulated by the Gambling Commission fall within the scope of this report, although other lottery-type games are considered where they impact directly on the market.

What you need to know

The previous financial year brought about an unexpected increase in lottery sales, taking the figure from the £7.5 billion recorded in 2016/17 to £7.6 billion in 2017/18. Growth has been driven by Camelot’s investment in its digital platforms which has allowed more people to access National Lottery Games easily. Mintel believes that the industry will enjoy further growth and estimates that the market will be worth £7.9 billion by the end of the financial year 2018/19.

Expert analysis from a specialist in the field

Written by Zameira Hersi, a leading analyst in the Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

By positioning digital platforms as an easier way for players to purchase tickets and a way to ensure they never miss their chance of taking part, operators can increase not only the number of those playing, but the frequency with which they do so. Zameira Hersi
Leisure Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Set for healthy growth
              • Figure 1: Forecast of UK lottery sales, 2013/14-2023/24
            • Retail accounts for 78% of National Lottery sales…
              • …however, it is digital sales that are growing
                • Figure 2: National Lottery draw game and scratchcard/IWG sales, by channel, April 2017-March 2018
              • Companies and brands
                • Increased chances to win big
                  • Going from an instant winner to a lifetime winner
                    • Camelot upped its game in 2018
                      • The consumer
                        • Lottery draws are the firm favourite…
                          • …despite the decline in those playing
                            • Figure 3: Lottery games played, October 2017 and October 2018
                          • People’s Postcode Lottery is the only draw to enjoy increased uptake
                            • Figure 4: Lottery draw games played, October 2017 and October 2018
                          • Traditional means of purchasing tickets are preferred…
                            • …however, growing numbers are turning online
                              • Figure 5: Methods of purchasing lottery draw tickets, October 2017 and October 2018
                            • Three in 10 players purchase lottery tickets on impulse
                              • Figure 6: Lottery behaviours, October 2018
                            • Four in 10 interested in playing the new annuity game
                              • Figure 7: Likelihood to purchase tickets for the new lottery game, October 2018
                            • Those who would purchase believe the move is socially responsible
                              • Clarification is required
                                • Figure 8: Attitudes towards the new annuity games, October 2018
                              • What we think
                              • Issues and Insights

                                • The annuity game
                                  • The facts
                                    • The implications
                                      • Growing importance of digital
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Market benefits from unexpected boost
                                              • The market is forecast to grow further
                                                • Lottery remains in strong second position for gambling spend
                                                  • Significant rise in large society sales
                                                    • Retail accounts for 78% of National Lottery sales…
                                                      • …however, it is digital sales that are growing
                                                        • Opportunity to exploit online offerings
                                                        • Market Size and Forecast

                                                          • Market set to grow with new games in the works
                                                            • Large society lotteries aided the growth
                                                              • Figure 9: UK lottery sales, 2013/14-2023/24
                                                            • Forecast
                                                              • Figure 10: Forecast of UK lottery sales, 2013/14-2023/24
                                                            • Forecast methodology
                                                            • Market Segmentation

                                                              • Sizeable increase in draw-based games sales...
                                                                • Figure 11: National Lottery sales, by segment, 2013/14-2017/18
                                                              • …which has brought about increased contributions to good causes
                                                                • Figure 12: Lotteries’ contributions to good causes, 2012/13-2017/18
                                                            • Market Drivers

                                                              • Retail accounts for 78% of National Lottery sales…
                                                                • Figure 13: National Lottery draw game and scratchcard/IWG sales, by channel, April 2017-March 2018
                                                              • …however, it is digital sales that are growing
                                                                • Large society lotteries’ contributions set to grow further
                                                                  • The basis of the reform
                                                                    • Government recommendation
                                                                    • Market Share

                                                                      • Lottery remains in strong second position for gambling spend…
                                                                        • …but continues to be the firm favourite for participation
                                                                          • Opportunity to exploit online offerings
                                                                            • The provider that benefited from doing this
                                                                              • What others can do to replicate this
                                                                                • Figure 14: Consumer expenditure* on gambling, April 2017-March 2018
                                                                              • Significant rise in large society sales
                                                                                • Figure 15: UK lottery sales, by operator share, 2013/14-2017/18
                                                                            • Companies and Brands – What You Need to Know

                                                                              • Increased chances to win big
                                                                                • Going from an instant winner to a lifetime winner
                                                                                  • Health Lottery launches Mega Raffle
                                                                                    • Camelot upped its game in 2018
                                                                                      • People’s Postcode Lottery remains consistent
                                                                                      • Launch Activity and Innovation

                                                                                        • Increased chances to win big
                                                                                          • Greater prize draw
                                                                                            • Shared amongst more people
                                                                                              • EuroMillions set to make 40 players millionaires in the spring
                                                                                                • Going from an instant winner to a lifetime winner
                                                                                                  • The new annuity lottery
                                                                                                    • Rationale behind its creation
                                                                                                      • Health Lottery launches Mega Raffle
                                                                                                        • The draw
                                                                                                          • The goal
                                                                                                            • Loteri Cymru’s fresh new start
                                                                                                            • Advertising and Marketing Activity

                                                                                                              • Sharp increase in charities’ advertising spend
                                                                                                                • Figure 16: UK lottery operators’ main monitored media advertising spend, 2015-18
                                                                                                              • Camelot upped its game in 2018
                                                                                                                • People’s Postcode Lottery remains consistent
                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                    • Lottery draws are the firm favourite…
                                                                                                                      • …despite the decline in those plying
                                                                                                                        • People’s Postcode Lottery is the only draw to enjoy increased uptake
                                                                                                                          • Traditional means of purchasing tickets are preferred…
                                                                                                                            • …however, growing numbers are turning online
                                                                                                                              • Three in 10 players purchase lottery tickets on impulse
                                                                                                                                • Four in 10 interested in playing the new annuity game
                                                                                                                                  • Those who would purchase believe the move is socially responsible
                                                                                                                                  • Lottery Games Played

                                                                                                                                    • Lottery draws are the firm favourite…
                                                                                                                                      • Figure 17: Lottery games played, October 2018
                                                                                                                                    • …despite the decline in those playing
                                                                                                                                      • Figure 18: Lottery games played, October 2017 and October 2018
                                                                                                                                    • Age differences in types of games played
                                                                                                                                      • Figure 19: Participation in lottery scratchcard and online instant win games, by age, October 2018
                                                                                                                                    • Scratchcards appeal to wider demographics
                                                                                                                                    • Lottery Draw Games

                                                                                                                                      • National Lottery remains the firm favourite
                                                                                                                                        • Figure 20: Lottery draw games played, October 2018
                                                                                                                                      • It appeals to the older players
                                                                                                                                        • People’s Postcode Lottery is the only draw to enjoy increased uptake
                                                                                                                                          • Figure 21: Lottery games played, October 2017 and October 2018
                                                                                                                                        • EuroMillions experiences a noticeable decline
                                                                                                                                        • Future Interest in Lottery Play

                                                                                                                                          • Fewer than one in five non-players are potentials
                                                                                                                                            • Income is holding some back
                                                                                                                                              • Figure 22: Future interest in playing lottery games, October 2018
                                                                                                                                            • There is room to grow interest in playing the lottery
                                                                                                                                            • Methods of Lottery Play

                                                                                                                                              • Traditional means of purchasing tickets are preferred…
                                                                                                                                                • Figure 23: Methods of purchasing lottery draw tickets, October 2018
                                                                                                                                              • …however, growing numbers are turning online
                                                                                                                                                • Figure 24: Methods of purchasing lottery draw tickets, October 2017 and October 2018
                                                                                                                                              • Younger players are most likely to buy tickets ‘the traditional way’
                                                                                                                                              • Lottery Behaviours

                                                                                                                                                • Three in 10 players purchase lottery tickets on impulse
                                                                                                                                                  • Figure 25: Lottery behaviours, October 2018
                                                                                                                                                • Impulse purchases are driven by younger players
                                                                                                                                                  • Once the impulse decision has been made, it is important not to deter them
                                                                                                                                                    • Operators can benefit from replicating the impulse purchase online
                                                                                                                                                      • Emotions drive younger players to buy lottery tickets…
                                                                                                                                                        • Figure 26: Lottery behaviours, by age, October 2018
                                                                                                                                                      • …whilst the older generation are driven by their moral compass
                                                                                                                                                      • Interest in the New Annuity Game

                                                                                                                                                        • The new annuity game
                                                                                                                                                          • Four in 10 interested in playing the new annuity game
                                                                                                                                                            • Figure 27: Likelihood to purchase tickets for the new lottery game, October 2018
                                                                                                                                                          • Interest in playing annuity game declines with age
                                                                                                                                                            • Figure 28: Likelihood to purchase tickets for the new lottery game, by age, October 2018
                                                                                                                                                        • Attitudes towards the New Annuity Game

                                                                                                                                                          • Those who would purchase believe the move is socially responsible
                                                                                                                                                            • Social responsibility stretches further
                                                                                                                                                              • Figure 29: Attitudes towards the new annuity game, October 2018
                                                                                                                                                            • Clarification is required
                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                              • Data sources
                                                                                                                                                                • Abbreviations
                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                    • Market forecast
                                                                                                                                                                      • Figure 30: Forecast of UK lottery sales, 2018/19-2023/24
                                                                                                                                                                    • Forecast methodology