The Lottery of the Future: How Digital Technology Will Transform Experience and Impact

Allwyn report expects lotteries to adapt to changing consumer priorities over the next decade

LUCERNE, Switzerland , April 4 , 2024 /PRNewswire/ — Growing demands on companies to demonstrate that they are purposeful, responsible and trustworthy will combine with new digital technologies to enhance the experience and impact of lotteries in the coming decade according to a new report released today by Allwyn, the leading multinational lottery operator. According to H2 Gambling Capital, global lottery revenue is expected to grow to more than half a trillion US dollars by 2035, up more than 40% compared to 2025.

Working with The Future Laboratory, a strategic foresight consultancy, Allwyn has produced the industry’s first in-depth analysis of the future lottery experience. In The Future of Lottery: A Game for Change  , experts say lotteries are well positioned to meet consumer expectations in 2035.

Younger adults’ emphasis on social responsibility, transparency and purpose will lead lottery brands to double down on their commitment to social causes and responsible gaming, the report says. “It’s impossible to ignore the power of intention when considering how Gen Z or young Millennials feel about where and how they will spend their money in the future,” says Martin Raymond , co-founder of The Future Laboratory.

As digital natives, these groups will also expect brands to embrace new technological opportunities, such as: B. Augmented reality and new forms of community engagement and social play.

The report highlights a number of ways lotteries can innovate to improve the gaming experience. For example :

• Make the social impact of lotteries more visible: The use of smartphone apps, QR codes and interactive terminals can provide attractive information about where lottery proceeds or tax money go – for example to support investments in sports facilities, art and cultural institutions or others Types of Community Financing. According to the report, this increased transparency could address young adult consumers’ desire for progress and activism.
• Improving the social dimension of gambling:  Younger adults who play the lottery want to do so in their social environment and share their experiences with others. The technology could enable new multiplayer formats to foster community and a sense of community, both in the game itself and in crowdsourcing funding for specific themes or questions.
• Player involvement in the use of lottery funds: Lottery players could work with the traditional money distributors – even between different countries – to help decide which causes, projects or charities are most deserving of their funds, perhaps choosing between a range of Can choose options that are presented digitally. Multinational lottery operators have the opportunity to build connections and communities between players and causes that transcend traditional geographical boundaries. “As lotteries become more international, they have the potential to become vehicles for achieving broader goals such as combating climate change or reducing social inequalities by focusing on coordinating a critical mass of interconnected micro-solutions concentrate,” the report says.
• Use of virtual worlds and augmented reality (AR): Lotteries could use virtual worlds to show players how their money makes a positive impact to make the social impact clearer. AR could allow customers to use their smartphones to scan physical objects to discover hidden digital lottery tickets or participate in location-based games to win prizes.

Robert Chvátal, Managing Director of Allwyn Group , said: “Allwyn’s success in operating lotteries is based on our constant innovation to meet the needs and expectations of both our current and new customers. While not every prediction in The Future of Lottery report will come to pass, every word of the report will serve as a catalyst for us at Allwyn to continue to develop lotteries to meet the needs of players in the future and more Money can go back to governments and good causes.”

Pavel Turek , Allwyn’s Chief Global Brand, Corporate Communication and CSR Officer: “As a regulated company, trust is the cornerstone of the lottery industry’s relationship with the public. As younger generations of consumers expect more from companies, lotteries have the potential to be a positive force for change in their communities over the next decade.”

Martin Raymond , co-founder and editor-in-chief of The Future Laboratory, said:  “Far from being a game of chance, the lottery of the future has the opportunity to bring about positive change for individuals, for communities and for society as a whole . Thanks to next-generation technologies, the industry now has more channels than ever to reach emerging audiences – and take value-driven Generation Z adults on their journey with compelling gaming experiences, responsible strategies and games that have a purpose.”

Experts who contributed to the report include Anthony Steed , head of virtual new environments and computer graphics at University College London, Katie Hillier , senior digital anthropologist at Liiv Group, and Rosanna Iacono , managing director of The Growth Activists.

About Allwyn: Allwyn is a leading multinational lottery operator. Allwyn develops better lotteries that raise more money for good causes by focusing on innovation, technology, efficiency and security across a growing portfolio of entertainment games. The lottery approach, focused on affordable recreational gaming, has earned Allwyn leading market positions with trusted brands across Europe in Austria, the Czech Republic, Greece and Cyprus, Italy, the United Kingdom and the United States ( Illinois ).

About The Future Laboratory: The Future Laboratory  is one of the world’s leading strategic foresight consulting firms. With a unique mix of foresight, consumer understanding, brand strategy and innovation, we inspire companies and make them future-proof.

SOURCE: Allwyn,