IGT’s Report On Future Of Lottery Growth Has Eye-Opening Stats

Last week, lottery and gaming behemoth IGT released a special report titled “5 Future Forward Trends Driving Lottery Growth” that focused on key emerging behaviors from lottery players that should shape its — and the whole lottery industry’s — plans for the future.

Those key emerging behaviors?

1. Shoppable universe — players want lottery games seamlessly incorporated with other aspects of their digital lives, such as social media and streaming platforms.
2. Human encounters — players want “meaningful interactions and community connections.”
3. Pure and simple — players want things to be kept simple and easy to understand quickly.
4. Competitive mindset — players want opportunities for competitions and victories beyond the basic lottery game.
5. Digital-first loyalty — players want to be rewarded for their engagement as much as for their spending.

Beyond breakdowns and analysis involving those five future growth areas, the IGT special report also included some eye-opening stats from research conducted by Foresight Factory.

Lottery players are on TikTok — shopping!

The stat: 70% of weekly lottery players participate in livestream shopping events

First of all … what is a livestream shopping event? It’s essentially when a seller offers products via livestream services like TikTok Shopping or Facebook Live. You’ll often see influencers run these events with products they are incentivized to promote. Basically a social media version of predecessors QVC and Home Shopping Network.

IGT said the plan to take advantage of this trend “has been years in the making.”

“(Players are) already buying products in real-time through ads, social media posts, and livestreams — so why not lottery tickets?” the report said. “The ability to buy and play without leaving their current activity creates a frictionless experience that enhances entertainment through participation.”

The IGT report also cites a Foresight Factory stat that says 62% of weekly lottery players look for products or services via social media, further reinforcing the need to meet players — and their wallets — where they spend their digital time.

Lottery players are gamers, baby

The stat: 69% of weekly lottery players play competitive online games against other players

IGT is taking this compelling statistic and putting a responsible gambling twist on it.

Essentially, IGT thinks it should take advantage of players’ hyper-competitive mindset and use that to help foster healthy gaming attitudes.

“By introducing ways for players to earn points through non-purchase-related activities — like watching educational videos, checking in on their play limits, or sharing responsible gaming content on social media,” the report read, “lotteries can create a more balanced, sustainable experience.

“(Players) want to feel involved in more than ticket purchases.”

Like all of us, lottery players are overwhelmed

The stat: 69% of weekly lottery players think there’s too much information when they’re trying to make decisions

First of all … relatable, right?

“In 2025, simplicity is the key to capturing the attention of today’s busy consumers,” the IGT report read.

IGT singles out Cash Pop as a game that exemplifies a pure and simple approach to lottery gaming. In Cash Pop, you pick a number 1 through 15. Every hour, a number 1 through 15 is drawn. If your number is picked, you’ll win up to five times your purchase price.

The more games like Cash Pop, the more lotteries can meet the needs and wants of players in their day-to-day busy lives.

“They don’t have time to navigate complicated interfaces or figure out confusing promotions,” the IGT report read.

More personalization, please

The stat: 71% of weekly lottery players want personalized recommendations based on their lifestyle habits

This trend feels the easiest to tap into. Lottery vendors will want to either develop or contract with tools that can provide personalized recommendations to their players.

Successful media companies are doing the exact same thing.

Ever see a “You may also be interested in” list of articles at the end of one you read that didn’t apply to you at all? And then have you seen those recommended article lists that resonate with you and you actually click on one of them?

The latter media company uses a personalization tool.

The first one doesn’t.

“Players … are increasingly accustomed to digital experiences that feel tailored to them, from streaming services that recommend shows to online retailers that know their preferences,” the IGT report read. “Lotteries that embrace this digital-first approach — offering personalized dashboards, tailored promotions, and loyalty rewards for a variety of actions — can create deeper, more sustained relationships with players.”