Europe Lottery Market Size, Share & Trends Analysis Report By Category (Draw-based Games, Instant Games, Sports Games), By Application (Online, Offline), By Country (UK, Germany, France), And Segment Forecasts, 2025 - 2030

Europe Lottery Market Size & Trends

The Europe lottery market size was estimated at USD 118.75 billion in 2024 and is expected to grow at a CAGR of 6.5% from 2025 to 2030. The European lottery industry is embracing digital transformation, shifting toward online and mobile platforms, and offering greater accessibility to tech-savvy consumers. Cross-border initiatives like multi-jurisdictional lotteries, such as EuroMillions, are reshaping the lottery landscape by reaching wider markets and offering bigger prize pools. In addition, live data feeds and improved digital experiences further boost player interaction and excitement, driving market growth.

The European lottery industry’s growth is further driven by increasing consumer participation, innovation in digital platforms, and the integration of mobile applications, which have made it easier for players to engage in lottery activities. The market is heavily regulated, with each country enforcing its own set of rules regarding the operation of lotteries, particularly concerning responsible gambling and ensuring fairness. The emergence of online and digital lottery systems has significantly facilitated market expansion by appealing to younger, technology-oriented consumers.

Furthermore, with the growing rise of online platforms, there is an increasing emphasis on ensuring secure and transparent transactions for players. Moreover, lotteries are becoming more involved in social responsibility initiatives, where a portion of the proceeds is allocated to funding public good causes such as education, healthcare, and community development. As technology continues to shape the market, innovations such as blockchain for lottery transparency and the use of AI for personalized player experiences are expected to further transform the Europe lottery industry landscape.

Furthermore, integrating influencer marketing into lottery promotions has significantly increased European social media strategies. Influencers, particularly those popular among younger audiences, share personal success stories about lottery winnings, fostering relatability and authentic engagement. For example, OPAP in Greece launched a campaign in collaboration with local influencers, encouraging them to narrate their own experiences with the lottery and how it impacts their lives. This approach effectively targets specific segments of tech-savvy players, thereby driving market growth.

Moreover, European lottery operators effectively utilize social media to enhance two-way communication with players, fostering community and loyalty. Platforms allow players to provide valuable feedback, ask questions, and express their views, receiving prompt responses from the operators. For example, the Finnish National Lottery has used Facebook and Twitter to host Q&A sessions, addressing player concerns about responsible gaming practices and offering guidance on safe play. This trend is expected to further fuel the European lottery industry expansion.

Category Insights

The draw-based lottery segment accounted for the largest market share of over 56% in 2024. Government regulations and support largely drive segmental growth. Many European countries have established state-run lotteries that generate significant revenue for public initiatives while promoting responsible gaming practices. This regulatory framework builds consumer trust and encourages participation. Furthermore, the allure of large jackpot prizes, often highlighted through extensive marketing efforts, attracts more players, thereby driving expansion.

The sports games segment is expected to witness the fastest CAGR of over 8% from 2025 to 2030-the sports game segment benefits from the growing popularity of sports betting throughout Europe. Major sporting events, including football leagues and tournaments, generate heightened interest and engagement among fans eager to participate in betting activities related to their favorite teams or players. Liberalizing betting regulations in various countries has facilitated market entry for numerous operators, offering diverse betting options. Moreover, technological advancements have simplified consumers' process of placing bets online or via mobile applications, further boosting participation rates in sports games.

Application Insights

The offline segment accounted for the largest market share in 2024. The segmental growth is primarily driven by the traditional appeal and social experience associated with purchasing tickets from physical retailers. Many consumers appreciate the tactile experience of buying lottery tickets and participating in community events related to local lotteries. Retailers often create engaging environments that enhance the overall customer experience. In addition, offline lotteries benefit from established brand loyalty among long-time players who prefer traditional methods over digital alternatives. Promotional activities at retail locations also help drive foot traffic and increase sales within this sector.

The offline segment is expected to register the fastest CAGR from 2025 to 2030. This segmental growth is propelled by the increasing penetration of digital technology across Europe. With widespread internet access and the rise of smartphones, consumers can easily engage with lottery games from virtually anywhere at any time. This convenience has led to a notable increase in online ticket sales and overall engagement with various lottery offerings. Furthermore, online platforms typically provide a wider range of options compared to traditional retail outlets, appealing to a broader audience. Enhanced security measures for online transactions also foster consumer confidence, encouraging more players to participate through online lottery applications.

Regional Insights

The European lottery market is expected to grow at a CAGR of 6.5% from 2025 to 2030. Rising demand for online and mobile gaming, coupled with a growing shift towards digital platforms as more consumers embrace mobile apps and online subscriptions for enhanced convenience, large prize pools, and accessibility, is driving market growth.

UK Lottery Market Trends

The lottery market in the UK is expected to grow at the highest CAGR of over 7% from 2025 to 2030. The adoption of online lottery platforms has surged significantly, primarily due to their convenience and user-friendliness. The UK Gambling Commission has established a rigorous regulatory framework that guarantees fair play, transparency, and security in lottery operations, fostering trust among players and making lotteries a safe and reliable form of entertainment. Lottery operators like The National Lottery continually introduce new game formats to keep audiences engaged, offering instant-win games, scratch cards, and interactive online formats that appeal to younger demographics seeking quicker results and gamified experiences. Social media platforms and mobile advertising have further enabled lottery operators to connect with younger, tech-savvy audiences.

Germany Lottery Market Trends

The lottery market in Germany is expected to grow significantly from 2025 to 2030. In Germany, lottery operations are overseen by state-owned organizations responsible for managing lottery services within their respective federal states. These organizations are collectively unified under the Deutscher Lotto-und Totoblock (DLTB), also known as the German Lottery and Pools Association. The DLTB ensures standardized lottery offerings and regulations across the country, fostering consumer trust through a government-controlled framework that guarantees fair play and secure operations.

Key Europe Lottery Company Insights

Some key players operating in the market include International Game Technology (IGT) and Scientific Games Corporation, among others.

• International Game Technology PLC is a prominent player in the gaming industry, recognized for delivering entertaining and responsible gaming experiences across various channels, including lotteries, gaming machines, digital gaming, and sports betting. It operates through three primary business segments: global lottery, global gaming, and playdigital.

• Scientific Games provides retail and digital products, technology, and services that enhance profitability for government-sponsored lottery and sports betting programs. The company operates across multiple segments, focusing on enterprise gaming platforms, entertainment experiences, and innovative retail and digital solutions.

INTRALOT and Norsk Tipping AS are some of the emerging participants in the market.

• INTRALOT is known for its innovative and future-oriented solutions tailored for regulated operators worldwide. The company leverages its extensive experience to anticipate emerging trends, ensuring that it remains a flexible and reliable partner for lotteries across various geographies. The company provides a wide range of gaming products and emphasizes responsibility towards stakeholders, including employees and communities.

• Norsk Tipping AS is Norway's state-owned gambling company, owned by the Norwegian government and regulated by the Ministry of Culture. The company offers a range of lottery products, sports betting, and instant games. Its profits are reinvested into the Norwegian sports and cultural sectors.

Recent Developments

• In November 2024, Allwyn UK announced a collaboration with Motor Fuel Group (MFG) to enhance the presence of The National Lottery across the UK. This partnership culminated in the successful installation of National Lottery terminals at over 300 MFG forecourts, marking Allwyn's largest terminal installation project to date.

• In November 2024, INTRALOT announced a new project with the British Columbia Lottery Corporation (BCLC) to provide an online lottery platform, which will also involve digitalizing BCLC's existing land-based network. This initiative will utilize the Player X platform, part of INTRALOT's Lotos X ecosystem, enhancing the company's ongoing partnership with BCLC, which has been extended until 2028. The project aims to modernize and improve the lottery experience for players in British Columbia, aligning with INTRALOT's commitment to innovation in the gaming sector.

• In September 2024, Scientific Games introduced FusionHolo, a new holographic scratch game that will debut at the NASPL 2024 Conference. The game showcases innovative features that enhance player engagement.

Europe Lottery Market Report Scope

Europe Lottery Market Report Segmentation

This report forecasts revenue growth at regional and country levels and provides an analysis of the latest technology trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Europe lottery market report based on category, application and country:

• Category Outlook (Revenue, USD Billion, 2018 - 2030)

  • Draw-based games

  • Instant games

  • Sports games

• Application Outlook (Revenue, USD Billion, 2018 - 2030)

  • Online

  • Offline

• Country Outlook (Revenue, USD Billion, 2018 - 2030)

  • UK

  • Germany

  • France

  • Italy

  • Spain