Lotteries has seen explosive growth over the past few years and the segment is by far the biggest gaming vertical, accounting for over 60 percent of the total gaming market globally and generating just shy of E400bn in annual sales.
Despite this, almost 90 percent of this market is not registered with online casinos and uses traditional state run lottery websites and outlets to purchase tickets.
Making the connection from lotteries to online casinos has been a challenge for some operators who feel that their players are looking for games with instant gratification, and this is true.
But what of the players who are not registered with any online casinos and yet play lotteries week on week, year after year?
This 90 percent, adds up to a staggering amount of people and represents a massive opportunity for online operators to entice traditional lottery players into the gaming vertical.
Spinola Gaming aims to bridge this gap and has launched a range of jackpot products and instant games with fully underwritten jackpots that exceed E250m each week, driving new traffic, selling tickets and instantly converting players without the need for integrations.
A question every operator asks when it comes to lotteries is “Will my players engage with them?”, given that so much time and effort goes into the set up, integration and marketing of new products.
But are operators seeing the bigger picture? The lottery market provides the perfect opportunity for them to acquire players from a broader market using a range of games and lottery formats that these players are already accustomed to.
“With Spinola’s new range of non-integrated products, operators can take advantage of our huge jackpots on offer and go to market with an exciting new product immediately,” explains Spinola Gaming’s Roberto Fernandez.
“We have worked on a unique piece of technology that allows all operators to take advantage of our products without any integration process which is set to be a real game changer.”
Fernandez contends that operators are better off searching for ways to gain “uncontested market space” instead of competing with similar companies and in the online gaming space.
“It seems everyone is competing for the same market and whilst this market is growing year on year, there is a much bigger market untapped and without too much education, this market can be easily converted to enjoy all the offerings a casino can provide while the player will still achieve their weekly goal of buying that lottery ticket in search of their dreams,” he continues.
The opportunity for online operators to take advantage of the global lottery market is more relevant now than it has ever been.
With the proposed changes to online betting in the US and Japan as well as the existing lottery markets throughout Europe and Asia, the timing is perfect for operators to establish themselves as leading names in this space.
When betting regulation finally changes in the US, operators would be well placed to make their mark on this sector by offering the US lottery market a whole lot more than just Powerball and Megamillions.
Spinola will enable them to create their own line of branded lotteries that run weekly and offer jackpots as high as €250m and even higher than any other state run lottery while providing players a wider range of opportunities to win.
Asia, is also another market that is undergoing a radical change to the way lotteries are played and players are looking for jack- pots from foreign operators that can provide higher jackpots than those offered by local businesses.
Europe has also seen a lot of change to lotteries and whilst still in an early phase, the groundwork has been laid for operators to come in and offer not only jackpots for the traditional lotteries but to create several new proprietary brands, tapping into a well- spring of players that, until now, were non-existent.
These factors go to show that the time is right for operators to embrace these new gaming verticals which will not only provide new ways to engage existing players but will also generate a new stream of players to their products and sites.