When it comes to the newest trends and opportunities in the iGaming world, experts often point to Online Lottery as one vertical that is currently experiencing the most rapid growth. Our team definitely saw this trend at ICE and LAC this year.

On February 24th, 2016, GamingIntelligence.com published an article about significant overall drops in gambling participation in the UK. The same article quotes a survey confirming that – unlike the overall trend – the percentage of the UK population buying their lottery tickets online has risen from 32 percent in 2012 to 62 percent in 2015!

In fact, this observation should not be a surprise. Everyone knows what lottery is and people from all societal groups buy lottery tickets more or less regularly. With the growing digitalization of our everyday lives, it is only a question of time until lottery customers switch from the kiosk to their mobile phone or tablet to buy tickets.

With these promising perspectives in mind, how can you make the most out of this new opportunity?

If you are already an active gambling affiliate, you are one step ahead: your casino, sport betting or bingo traffic will likely convert very well for lottery. The same person that is looking for a good online casino on your site will see a lottery banner and may think: why not buy a couple of lottery tickets while I’m here?

If you are not necessarily an established gambling affiliate you may still consider adding a lottery banner to your private website or even start building a new one dedicated specifically to lottery. As we saw above, the lottery target group in not necessarily limited to dedicated gamblers.

Ready to get started?

When it comes to affiliate programs, you basically have two options:

  1. Refer directly to one specific lottery. The biggest advantage is that most lotteries, like The Health Lottery, have very strong brand recognition in one country and people trust in their online stores.
  2. If your traffic sources are spread over more than one country you may consider working with a lottery agent that allows people to buy tickets for various lotteries in different countries (or bet on the outcome of the draws). OneLotto.com, for example, gives access to 15 of the biggest lotteries worldwide, regardless of where the customer is situated.

Are you curious? Check out some lottery brands and sign up to the affiliate programs to give it a try. Be sure to visit our blog again for more information on this topic in the coming weeks!