온라인 복권 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the online lottery market size is projected to expand from USD 11.53 billion in 2025 and USD 13.22 billion in 2026 to USD 19.65 billion by 2031, registering a CAGR of 8.92% between 2026 and 2031.

This report is Segmented by Platform Type (Desktop, Mobile), Game Type (Draw-Based Lottery, Instant Lottery, Sports Lottery, Others), Age Group (Below 25 Years, 25-40 Years, 40-55 Years, 55+ Years), End User (Male, Female), and Geography (North America, Europe, Asia-Pacific, Rest of the World). The Market Forecasts are Provided in Terms of Value (USD).

Global Online Lottery Market Trends and Insights

Rising Penetration of Digital Wallets and Mobile Payments Integration

Digital wallets and mobile payment systems now dominate online lottery transactions, reducing checkout abandonment and enabling instant deposits for impulse purchases. In 2025, the International Telecommunication Union reported over 1.6 billion mobile money accounts globally, with transaction values exceeding USD 1.2 trillion, easing access for lottery operators in regions with limited banking infrastructure. IGT's platform integrates Apple Pay, Google Pay, and regional wallets like M-Pesa in Kenya and Paytm in India, allowing quick account funding without card details and speeding up betting. In 2024, Allwyn Entertainment added PayPal and Klarna to its UK National Lottery app, boosting mobile conversion rates by 23% among users aged 18-34. Latin America is leading in embedded finance, with Banco Central do Brasil's PIX system processing 42 billion transactions in 2025, and Caixa Economica Federal piloting PIX-enabled ticket purchases. In the European Union, the revised Payment Services Directive (PSD2) enforces strong customer authentication while enabling open banking APIs, allowing lottery platforms to initiate payments directly from bank accounts, bypassing card networks and reducing fees.

Legalization and Regulatory Liberalization

Jurisdictional expansion of legal online lottery frameworks serves as a significant near-term growth driver, opening previously restricted markets and transitioning informal lottery activities into regulated systems. In the U.S., Michigan's iLottery platform achieved USD 1 billion in annual sales in 2025, highlighting the compatibility of digital channels with retail operations without eroding brick-and-mortar revenue. The National Council of Legislators from Gaming States (NCLGS) introduced a Model iLottery Act in 2024, providing a legislative framework for states exploring authorization while addressing issues like age verification, geolocation, and responsible gaming. In Europe, Germany's Interstate Treaty on Gambling allows online lottery sales under strict advertising and player-protection regulations. In 2025, the Gemeinsame Glucksspielbehorde der Lander (GGL) issued 12 new licenses, intensifying competition among established players such as Lotto24 and ZEAL Network. Similarly, Latin America is experiencing liberalization, with Argentina's Buenos Aires province legalizing online lotteries in 2024 and Brazil's federal government finalizing igaming regulations set to take effect in 2026, creating a combined addressable market of over 250 million adults.

Regulatory and Legal Challenges

Fragmented and contradictory regulatory regimes across jurisdictions increase compliance costs, delay market entry, and create legal uncertainties that hinder product innovation. In the U.S., as of 2025, only 11 states allow iLottery sales, while 39 states either prohibit or lack legislation, requiring operators to manage separate technology and marketing efforts for each state. In Asia-Pacific, China's Ministry of Public Security classifies online lotteries as illegal gambling, prosecuting operators and payment processors, effectively closing the market to legitimate providers. In India, the 1867 Public Gambling Act delegates lottery regulation to states, resulting in 13 states running lotteries, with only Sikkim permitting online sales. Additionally, the Goods and Services Tax Council imposes a 28% tax on lottery tickets, the highest for any consumer product. In the European Union, the principle of subsidiarity allows member states to restrict gambling services for public-policy reasons. Countries like Poland and the Netherlands require local licenses, even for operators authorized elsewhere in the EU, further fragmenting the single market.

Other drivers and restraints analyzed in the detailed report include:

1. Increasing Global Internet Penetration
2. Cross-Border Jackpot Pooling Boosting Prize Sizes
3. App-Store Policy Tightening on Real-Money Gambling

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Mobile captured 57.26% of the online lottery market share in 2025 and is expanding at a 10.52% CAGR, while desktop erodes as smartphone penetration deepens. The online lottery market size for mobile transactions is predicted to grow in parallel to rising 5G coverage that supports richer media such as live draws and AR scratch cards. IGT's biometric-enabled Missouri app lifted monthly active users by 38% within six months, illustrating that single-tap authentication sparks repeat play. Desktop remains relevant for high-value syndicates that require multi-ticket management and larger screens, but cedes share each year. Emerging markets, including India, exhibit virtually mobile-only usage patterns because 89% of users never touch a desktop browser, pushing operators toward Android-first builds.

Mobile provides geofencing, push alerts, and gamification loops that accelerate engagement, yet operators grapple with app-store restrictions, rising acquisition costs, and limited screen real estate for complex bets. Progressive Web Apps bypass store rules but sacrifice native notifications, forcing heavier CRM reliance through SMS and email. As 5G reduces latency and elevates graphics, operators expect to roll out immersive lobbies and livestreamed prize reveals that differentiate mobile from legacy web channels.

Draw-based games retained 34.21% of 2025 revenue, anchored by brands such as Powerball and EuroMillions that deliver ritualized weekly play and viral jackpots. However, instant-win titles record the fastest 10.11% CAGR, shifting the online lottery market size toward on-demand entertainment that mirrors casual mobile gaming. Licensed IP, such as Monopoly, lifts repeat purchase rates and average spending because recognizable themes reduce perceived risk. Instant products demand aggressive content pipelines; NeoGames released 120 unique eInstant titles in 2025 to sustain novelty.

Sports lottery and ancillary games like keno or raffles fill niche appetites and diversify risk but struggle to capture mainstream attention unless jackpots swell well beyond local averages. Draw games still boast lower cost per ticket and bigger average order values, yet limited draw frequency caps engagement versus always-on instant catalogs. Operators now hedge by cross-selling draw subscriptions to instant-first users and vice versa, lowering churn across both verticals.

Complete Report Scope:

• By Platform Type
  • Desktop
  • Mobile
• By Game Type
  • Draw-based Lottery
  • Instant Lottery
  • Spots Lottery
  • Others
• By Age Group
  • Below 25 Years
  • 25-40 Years
  • 40-55 Years
  • 55+ Years
• By End User
  • Male
  • Female
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
    • Rest of North America
  • Europe
    • United Kingdom
    • Germany
    • Sweden
    • France
    • Spain
    • Italy
    • Rest of Europe
  • Asia-Pacific
    • Oceanic Countries
    • Rest of Asia-Pacific
  • Rest of the World
    • South America
    • Middle East and Africa

Geography Analysis

In 2025, Europe contributed 46.72% of global lottery revenues, supported by over 90% internet penetration and the seamless online transition of established national lotteries, which successfully avoided cannibalizing retail sales. The UK's National Lottery reported GBP 1.8 billion (USD 2.3 billion) in digital revenues for the fiscal year ending March 2025. In Germany, a new licensing wave intensified competition between Lotto24 and ZEAL Network. France's FDJ leveraged mobile optimizations and branded instant releases to generate EUR 3.2 billion (USD 3.5 billion) online. In Italy, a nine-year Lotto concession was awarded in 2025 to a consortium comprising Allwyn, Sisal, and IGT, highlighting the preference for omnichannel joint ventures in high-value Southern European markets.

North America recorded the highest growth, with a 10.11% CAGR, driven by the expansion of iLottery legalization across U.S. states and the integration of retail and online play in Canadian provinces. Michigan surpassed USD 1 billion in digital sales in 2025 while maintaining retail revenue. New York's iLottery launch in November 2024 exceeded expectations, generating USD 180 million in its first six months, 22% above forecasts. Ontario's open gaming framework resulted in total igaming revenues of CAD 1 billion (USD 740 million) by 2025, with the lottery segment accounting for 15%. In Mexico, a newly introduced mobile app targeting 92 million internet users aimed to achieve USD 50 million in its first year.

The Asia-Pacific region experienced steady digital growth, though it was constrained by restrictions in China, several Indian states, and Indonesia. Australia's Lottery Corporation reported a 9% year-over-year increase, achieving AUD 3.9 billion (USD 2.6 billion) in online revenues for FY 2025. In New Zealand, Lotto NZ generated NZD 680 million (USD 420 million) in 2024, with mobile accounting for 72% of the total. Brazil finalized its federal igaming regulations in 2025, with implementation planned for 2026, potentially unlocking a market of over 150 million players. However, in the Philippines and across the Middle East and Africa, regulators are proceeding cautiously, weighing social costs against fiscal revenues, which has slowed the adoption of digital lotteries.

1. Allwyn Entertainment
2. PlayHugeLottos
3. Francaise des Jeux
4. ZEAL Network SE
5. Lotto Direct Ltd.
6. Lottoland
7. Lotto Agent
8. LottoKings
9. WinTrillions
10. Lotto247
11. Annexio Ltd.
12. China Welfare Lottery
13. Intralot
14. Sisal
15. The Lottery Corporation
16. International Game Technology (IGT)
17. Flutter Entertainment (The Lotteries Pilot)
18. NeoGames
19. Pollard Banknote
20. Jumbo Interactive

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Penetration Of Digital Wallets And Mobile Payments Integration
  • 4.2.2 Legalization And Regulatory Liberalization
  • 4.2.3 Increasing Global Internet Penetration
  • 4.2.4 Cross-Border Jackpot Pooling Boosting Prize Sizes
  • 4.2.5 Micro-Influencer Affiliate Marketing Lowering Acquisition Costs
  • 4.2.6 Advancement of Digital Technologies
• 4.3 Market Restraints
  • 4.3.1 Regulatory And Legal Challenges
  • 4.3.2 App-Store Policy Tightening On Real-Money Gambling
  • 4.3.3 Cybersecurity Threats And Fraud Risks
  • 4.3.4 Negative Public Perception And Stigma
• 4.4 Consumer Behavior Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces
  • 4.7.1 Threat of New Entrants
  • 4.7.2 Bargaining Power of Buyers
  • 4.7.3 Bargaining Power of Suppliers
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS

• 5.1 By Platform Type
  • 5.1.1 Desktop
  • 5.1.2 Mobile
• 5.2 By Game Type
  • 5.2.1 Draw-based Lottery
  • 5.2.2 Instant Lottery
  • 5.2.3 Spots Lottery
  • 5.2.4 Others
• 5.3 By Age Group
  • 5.3.1 Below 25 Years
  • 5.3.2 25-40 Years
  • 5.3.3 40-55 Years
  • 5.3.4 55+ Years
• 5.4 By End User
  • 5.4.1 Male
  • 5.4.2 Female
• 5.5 By Geography
  • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
    • 5.5.1.4 Rest of North America
  • 5.5.2 Europe
    • 5.5.2.1 United Kingdom
    • 5.5.2.2 Germany
    • 5.5.2.3 Sweden
    • 5.5.2.4 France
    • 5.5.2.5 Spain
    • 5.5.2.6 Italy
    • 5.5.2.7 Rest of Europe
  • 5.5.3 Asia-Pacific
    • 5.5.3.1 Oceanic Countries
    • 5.5.3.2 Rest of Asia-Pacific
  • 5.5.4 Rest of the World
    • 5.5.4.1 South America
    • 5.5.4.2 Middle East and Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)
  • 6.4.1 Allwyn Entertainment
  • 6.4.2 PlayHugeLottos
  • 6.4.3 Francaise des Jeux
  • 6.4.4 ZEAL Network SE
  • 6.4.5 Lotto Direct Ltd.
  • 6.4.6 Lottoland
  • 6.4.7 Lotto Agent
  • 6.4.8 LottoKings
  • 6.4.9 WinTrillions
  • 6.4.10 Lotto247
  • 6.4.11 Annexio Ltd.
  • 6.4.12 China Welfare Lottery
  • 6.4.13 Intralot
  • 6.4.14 Sisal
  • 6.4.15 The Lottery Corporation
  • 6.4.16 International Game Technology (IGT)
  • 6.4.17 Flutter Entertainment (The Lotteries Pilot)
  • 6.4.18 NeoGames
  • 6.4.19 Pollard Banknote
  • 6.4.20 Jumbo Interactive

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK