Sports and instant games are playing an increasingly prominent role in European lottery companies’ business models according to a recent trade body report.
The European Lotteries (EL), the trade body for the pan-European lottery industry, reported this week that gross gaming revenue for the sector reached €46.1m in 2024.
This was generated from lottery sales of €109.9bn, with societal contributions from the overall GGR figure reaching €29.4bn. The growth recorded for the sports and instant games verticals is what really stands out, however.
The EL states that instant games played ‘a major role in the sector’s growth’ in 2024, with sales up 6.1% and GGR up 5.9%. The sector represented almost 29% of overall lottery sales and 21% of GGR.
“The appeal of instant gratification and innovative game formats continues to attract new demographics,” the EL’s report outlines, while also highlighting the ‘growing enthusiasm for sports betting’.
On the topic of sports, the EL reports a 12.9% increase in sports sales and a 9.1% increase in GGR. Sports betting now accounts for 12.5% of lottery sales for EL member companies, and 7% of GGR.
The trade body attributes this to the lottery sector’s investment in digital platforms, which has made participation in sports betting more accessible, as well as the general enthusiasm for sports betting across Europe as noted above.
Many European lotteries offer sports betting, and have done so for years. These include the state-backed lotteries of Scandinavia, while another example would be that of Poland, which joined the United Lotteries for Integrity in Sports (ULIS) just last week.
”The sector’s societal contribution demonstrates the strength and responsibility of European lotteries,” said Romana Girandon, EL President.
“Even in a complex gambling landscape, national lotteries remain committed to serving the public interest. To continue fulfilling this role and supporting the European social fabric, the unique contribution of national lotteries to society must be recognised in public policy discussions.”
Mission stays the same
Lotteries are also becoming much more omnichannel. Much like with sports betting, European lottery companies maintaining an online offering is nothing new, unlike in the US where online lottery is still rolling out.
Customer preferences are changing, however, and online activity is increasing. Online GGR now accounts for 13.4% of total GGR at €6.2bn. The EL believes that this is a sign that online lotteries ‘are no longer a niche, but a driving force in the sector’s growth’.
Retail lottery sales also saw some growth, but at a much slower pace than online lottery. GGR for the sector grew by 3.9%, though the overall figure is still far greater than online GGR, coming in at €39.9bn.
“Retail plays the central role in sector activities,” EL stated. “Retail, with its 298,000 points of sale across Europe in 2024, remained the sector’s backbone. These familiar outlets, corner shops, kiosks, and supermarkets continued to anchor the lottery experience for millions.
“This steady growth reflects the enduring trust and accessibility that retail channels offer, even as consumer habits evolve. Digital is becoming an increasingly important part of the sector. The most striking development came from the digital pillar.”
In the face of changing customer preferences, the EL remains confident in its members’ mission to return funds to good causes. Total societal returns came in at €29.4bn, a record figure according to EL.
“The true impact of the lottery sector extends far beyond financial performance,” the trade body said.
“In 2024, more than 62% of all GGR was returned to society-supporting state budgets, social programmes, sports, culture, health, and education.
“On average, this translated to a per capita contribution of approximately €47, making the lottery not just a game of chance, but a powerful engine for public good.”