The future of the lottery industry is with the online product.
No company may understand that more than Evoplay.
The iGaming provider has put a lot of its focus toward appealing to a younger generation of players.
While the list of states with online lotteries slowly grows, Evoplay’s Head of Lottery, Frank Cecchini, shared his thoughts with La Fleur’s on how to improve on building a younger audience:
“The new generation is accustomed to different levels of entertainment. Twenty years ago, people were willing to wait for lottery draws once or twice per week or to buy the occasional scratch card from their local newsagent. This is no longer the case; the new generation seeks immediate results from other forms of gambling, such as live sports betting and online casinos.”
Cecchini’s keys for driving up lottery traffic
According to Cecchini, the global online lottery market was valued at $15.4 billion in 2023 and will reach $20.7 billion by 2032. That signifies a growing popularity and demand for the product.
Cecchini believes these are the key factors for driving up lottery participation:
- Low-cost entry: An opportunity to win big with smaller amounts, unlike that of online casinos.
- Simplicity: The lottery has the ability to reach different generations, especially with its online options. These games can cater to different age groups and differ from the standard of what many of us know lottery as.
- Social proof: Social media posts about winners let others know that there is a real possibility to win.
- Player-centric values: Providing games and spaces that promote inclusivity, diversity, and equality is what helps draw in younger players that are more enthusiastic.
- Thrill of uncertainty: The adrenaline rush that comes from playing and having the potential for a life-changing win at a low-stakes cost.
What Evoplay is doing to execute its plan
It’s one thing to say it, it’s another thing to do it.
Cecchini’s plans are being carried out through three means at Evoplay:
- Turning instant games into lottery formats: Taking a new spin on lottery classics that allow for a different experience for a younger generation. While the games may still be quick, they give players a feeling of control over the outcome.
- Refreshing design and layout: Living up the old look of lotteries and bringing games to life. Updated appearances and vibrant visuals will attract tech-savvy players to iLottery.
- Creating an immersive world: It isn’t just about play, but creating an environment and safe space for players. Many young gamers enjoy a community aspect where they can interact and meet other players on their terms, while still enjoying the gaming experience itself.
Evoplay sees record-setting H1
Whatever Evoplay is doing has been working.
Recently, the company reported its most successful half-year in terms of gross gaming revenue and bet sum.
The success was attributed to a 39% year-over-year increase in its partner network, which includes an agreement with Light & Wonder.
Evoplay also added 20 new games to its portfolio, focusing on appealing to a younger demographic. That helped contribute to a 26% increase in its GGR. The company has focused on making an impactful connection with Gen Z and Millennials with its latest titles.
Evoplay says it will use its successful H1 to push new developments in bingo and iLottery.
Photo by vectorfusionart via Shutterstock
Graphic from Evoplay
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