34 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2025 A combined article brought to you by Inspired Entertainment (Lorne Weil) and Lotto Research (Simon Jaworski) about the opportunities and threats currently encompassing the American Gambling and Lottery markets. The research referenced in this survey was administered among past year gamblers in four key iGaming/iLottery states – Michigan, New Jersey, Pennsylvania and Virginia. The total sample was split evenly among the four states with almost 2,000 American gamblers interviewed. 20 key facts applicable to Americans who have gambled in the past year … Sports betting and young males still on a growth trajectory 1. More than half of male gamblers in the four states have bet on sports in the past year, and this reaches as high as 58% among 25-34 year olds men. Sports betting now has the second highest % of penetration for gambling and gaming activities among both 18-24 and 25-34 year olds, only behind Instant Scratch tickets (but ahead of National Lottery draw games). 2. Among the n=500+ iGaming (Online Casino Game) players across the four states, 66% have also bet on sports in the past year. However, this means that one third have not, leaving a giant iLottery sized gap in the marketplace! 3. Average monthly spend on sports betting is almost four times higher than average monthly spend on either Scratch games or National Draw games. Among 25-34 year olds it is five times higher. 4. 3.5% (net) of past year Gamblers in these four states say they will have a decline in spend in 2025. This ‘net’ is the % of gamblers who say they will spend more in 2025 (18%), subtracted from the % of gamblers who say they will spend less (21.5%). 60% claim their spend will be the same. There is expected to be a ‘net’ (-11%) decline in spend among female players. 5. However, in 2025, even though the average ‘net’ gain in terms of sports betting spend appears to be low (only 1%), there are two groups that say they will increase their spend, either significantly or slightly; a. 17% of males say they will ‘net’ increase their spend on sports betting. b. 24% ‘net’ of 25-34 year olds claim they will increase their spend on sports betting. What does this mean for Lottery Draw games? The introduction of a $5 Mega Millions ticket on April 8th 2025 should hopefully help abate the slide of draw game sales for state lotteries in the short term. However, sports betting’s hold on young men continues to grow, with no sign of slowing in terms of increased spend levels. Lottery State Governors take note - Convenience is king! 6. Among those gamblers in the four states who say they’ll increase their spend on Online Instant Win games in 2025, the top two reasons are related directly to convenience. 21% state that it is ‘easy to play online or on their phone’, while 19% state they can play ‘whenever I feel like playing’. Convenience is paramount. 7. Convenience (the same two reasons, combined at 41%) is also the reason why gamblers say they’ll increase their Online Casino spend in 2025. Among 25-34 year olds, the second highest reason (19%) is ‘Casino Games Online are the most enjoyable form of gambling’. 8. When asked how do you prefer to gamble, 58% of gamblers said they preferred to gamble in person, compared to only 42% online. Great, right!?!? Well… a. Among 25-34 year olds these numbers are flipped, with 58% preferring to gamble online. It’s also 54% among 35-44 year olds, and also a majority of 18-24 year olds who prefer gambling online. b. A higher % of African Americans and Asians both have a preference for gambling online as opposed to in person. c. A majority of men (52%) prefer gambling online compared to inperson. d. However, there is no difference whatsoever across income breaks… 9. In terms of overall spend on Lottery, sports betting and casino in-person, gamblers in these four states predict a net increase of +9%, while +13% claim they will increase their spend online. PREPARE FOR THE PARADIGM SHIFT IN PLAYER BEHAVIOR Simon Jaworsk Founder & CEO, Lotto Research Lorne Weil Executive Chairman, Inspired Entertainment
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