The Lottery of the Future: Digital technology will transform the experience and impact of the lottery

A new study by Alwyn, the leading international lottery provider, highlights that the growing demands on businesses to prove that they operate for purpose, accountability and reliability will be combined with new technologies and transform the experience offered by lotteries and their impact within the next decade. The lottery sales worldwide are expected to increase significantly, exceeding half a trillion dollars by 2035, a size higher by 40% than estimates for 2025, according to H2 Gambling Capital. In collaboration with The Future Laboratory, a strategic forwarding consulting firm, Allwyn issued the industry’s first in-depth analysis of the future of the lotteries and the experience they offer. As experts in the exhibition note, entitled “The Future of Lottery: A Game for Change”, the lotteries are properly placed to meet consumer expectations of 2035. The emphasis placed by younger adults on issues of social responsibility, transparency and purpose means that lotteries will significantly strengthen their commitment to supporting social actions and the Responsible Game, as the study notes. “It is impossible to ignore the power of purpose (power of purpose), taking into account the thinking of the Gen Z generation or young millennials as to where and how they will spend their money in the future,” said Martin Raymond, co-founder of The Future Laboratory. As generations who have grown up in digital environments, these commons also expect companies to adopt new technological capabilities, such as increased reality and new forms of interaction with the community and social games. The study highlights a number of ways in which lotteries could innovate to improve player experience. For example: Demonstration of the social impact of lotteries: The use of applications for smartphones, QR codes and interactive devices can be used to promote the financial contribution of lotteries to actions such as investments in sports infrastructure and cultural organizations or support other public interest purposes. According to the study, enhanced transparency can be directly associated with young adults’ desire for progress and active participation. Strengthening the social dimension of toys: Young adults who play lottery games want to do so within their social circle and share their experiences with others. Technology could contribute to the creation of new multiplayer format that enhances the feeling of sociality and camaraderie, both in terms of the game itself and in terms of raising funds for specific issues. Join players in actions financed by lotteries: Lottery players could work with traditional operators, even from different countries, to decide for purposes, works and charity actions that deserve most to be financed. Possibly, they could choose between various options, which would be presented digitally. Multinational lottery providers have the opportunity to develop communities and links between players and public interest purposes, which exceed traditional geographical boundaries. “As long as lotteries are internationalised, they have the potential to become a vehicle to achieve broader objectives, such as tackling climate change or mitigating social inequalities, focusing on coordinating a critical mass of directly associated solutions,” the study notes. Exploitation of virtual world and increased reality: Lotteries could exploit the virtual (virtual) world to show players more vividly how the money they spend on games has a positive contribution to the wider social impact of lotteries. Increased reality technology could allow players to use their smartphones to scan physical objects and reveal digital lottery cards or participate in locality-based games. Robert Chvátal, CEO of Allwyn Group, said: “Allwyn’s success as a lottery provider is due to the fact that we are constantly innovating to meet the needs and expectations of existing and new customers. Although not every provision contained in the study will be made, every word of it is a catalyst for us in Allwyn, so that we continue to develop lotteries that meet players’ requirements in the future. Thus, we will contribute even more resources to state authorities and public utilities.” Pavel Turek, Chief Global Brand, Corporate Communication and CSR Officer of Allwyn, noted: “Since they are regulated business activities, trust is the cornerstone in the lotteries’ relationship with the public. As new generations of consumers have greater expectations than businesses, lotteries must significantly enhance their ability to be actors of positive changes in their communities, within the next decade.” Martin Raymond, co-founder and editor-in-chief of The Future Laboratory, commented: “In addition to a lucky game, the lottery of the future has the opportunity to become a vehicle of positive change for individuals, communities and societies. Today, thanks to new generation technologies, the industry has more channels at its disposal than ever to address emerging audiences. Thus, it can come close to the adults of the Gen Z generation, through new interactive playing experiences, responsibility strategies and games that are intended.” Experts who contributed to drafting the study include Anthony Steed, head of virtual new environments and computer graphics at University College London, Katie Hillier, chef digital anthropologist at Liv Group, and Rosanna Iacono, CEO of The Growth Activists.