Online lottery in India is growing, but are governments ready to go digital


The lottery remains India’s favorite game, and this is even more evident during the coronavirus pandemic. In times of crisis, people hold on to things that give them hope and will make them feel in control. It is therefore not surprising that the online lottery in India has become more relevant than ever to fuel gamblers’ optimism.

The ‘real’ online lottery is only a fraction of the entire Indian market

Although it is the most popular form of gambling in the country, there is little government data on the sector, although available studies and surveys depict a thriving industry, especially with regard to lotteries. ‘State. A recent analysis of the lottery industry in India has highlighted the real state and huge prospects of the vertical across the country.

The ENV Media study, which segmented the market based on demographic, legal, and technological requirements, found that over 30% of all organic searches were related to ‘lottery’ terms, the top 30 keyword combinations exceeding 8 million monthly searches.

Up to two-thirds of players prefer the paper and online lottery to casino or other betting, with male players dominating the scene with 79.24% of all registered users, according to the report which completed the research. industry with aggregated organic search data from users who accessed the online lottery page during the period January 1 to July 12, 2021.

In terms of age, 18-24 year olds account for a quarter of all registered users with 24.96 percent, while players in the 25-34 age group represent 31.44 percent of all users. . The study also showed how players are more “loyal” to the lottery as they get older.

“Together, those under 34 represent 56.40% of the registered user base. While this is only valid for online lottery players, not the regular paper lottery, the above references to typical players slightly below 30 are not far from the truth, statistically speaking, ”the analysts said. .

The online lottery, an untapped market for Indian operators

There is no better time for the lottery industry to go digital. India, after all, is already the second largest mobile gaming market with around 760 million internet users, more than half of whom play their games through mobile devices.

To put it in perspective, Indian government-run lotteries were estimated at around Rs 50,000 crore per year, although estimates have declined to around Rs 15,000 crore due to declining sales and competition. illegal. However, the so-called “real” online lottery represents only a fraction of the total market, the ENV Media researchers noted.

Currently, online lottery operations in India still involve the sale of tickets through retailers, with the entire operation being controlled by a central server managed by the state government. Paper lotteries are aimed at players with limited access to technology, while online lotteries are seen as more attractive to tech-savvy consumers. But times are changing and there are other factors including ticket price and availability, technology use and jackpot size, which now determine “the subgroups of users who find a lottery type. more attractive than another “.

“Efficient online lottery distribution would speed up sales and payments, although this would lead to somewhat more expensive tickets and a relative technological barrier for some users,” according to ENV Media research. “However, provided the average desi consumer feels comfortable using a mobile phone these days – and the demand for lottery games is a constant over the long term – many states need to reconsider their position on a online and mobile lottery if they want to make up for their losses and prepare for the future of legal lotteries in India. “


Comments are closed.