Lottery Marketing Strategies


The practice of dividing property by lot dates back to the ancient world. In the Old Testament, Moses was instructed to conduct a census of the people of Israel and divide their land into lots. Roman emperors used lotteries to award free slaves and property to their subjects. Ancient Romans often played lotteries as part of their dinner entertainment. These games were called apophoreta, meaning “that which is carried home.”

Legal minimum age to

While the legal minimum age to play the lottery has not changed much, public opinion does not. A recent survey conducted by the Gambling Commission found that 67% of respondents were opposed to allowing 16-17 year olds to play National Lottery games. Moreover, the Gambling Commission has researched other countries’ minimum ages for playing lottery games. This research has focused on fifty developed nations and jurisdictions. Among these, the vast majority of them have set a minimum age of 18.

However, the All-Party Parliamentary Group on Gambling-Related Harm reported that only 2% of eleven-to-six-year-olds played the National Lottery online in the past week. There are no statistics on 16-year-olds playing the National Lottery in the UK, but the All-Party Parliamentary Group’s report recommended that the minimum age be raised to 18 for all online gambling.

Efficacy of merchandising and advertising

In order to maximize the effectiveness of Lottery marketing efforts, you must create a comprehensive marketing plan that will address your overall business goals. This plan will serve as the guide for all marketing initiatives and will ensure that your tactics are targeted at driving revenue, maintaining positive brand image and building favorability. The following are several marketing strategies to consider:

Increased product sales – a major focus of Lottery marketing is increasing product sales. In FY16, the Lottery will replace aging retailers and increase distribution channels by procuring 45 new retail locations. This will give consumers more ways to access Lottery products and make purchasing easier and more convenient. Increasing the number of retail outlets, for example, will increase Lottery revenue.

Payout rates

The best way to determine the payout rate for your state’s lottery is to look at the average amount of money each lottery pays out to winners. States with the highest payout rates are generally more attractive to lottery players, but there are also states with lower payout rates. Using a chart of lottery payout rates will help you determine which state to purchase your tickets in. Additionally, it can help you determine whether you would be better served buying a ticket in a state where lottery winners are more likely to be residents.

For example, if “C” purchases a lottery ticket for $1.00 at an authorized agent, she will be entitled to receive $1,000 per year for the rest of her life. Because “C”‘s life expectancy is ten years, the proceeds from her wager will reach more than $5,000. The lottery department must withhold 4.0% of her annual payout from “C”‘s payments. This means that the lottery winner would actually receive only $1,080 per year.

At-risk gamblers

At-risk gamblers are more likely to be males, immigrants, and non-westernized. In addition to being older, at-risk gamblers are also more likely to have less money, a lower educational attainment, and a lack of alcohol experience. However, these characteristics don’t mean that they’re automatically at risk for problem gambling. Many of these factors can contribute to the emergence of at-risk gamblers, and lottery systems can play an important role in identifying these individuals and protecting them from harm.