35 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2025 a. Men are driving all the stated increases. A net +17% claim they will increase in person play in 2025, while a net +26% claim they will increase their spend online/on their phone b. In terms of age, 18-24 year olds claim their net increase in spend will be similar on both gambling formats, around 26-27%. c. However, among 35-54 year olds, the gap continues to widen. Only net +4% of 45-54 year olds claim their in-person spend on gambling will increase in 2025, compared to +17% net for those online/on their phone. Winning isn’t everything, it’s the only thing. Not quite true … however … 10. The primary reason players state they are going to spend either significantly or slightly less on Scratch Games in 2025 is 40% state ‘I never seem to win’. It’s almost the same proportion for those who state their Lottery Draw Games will decline. Almost half state ‘I never seem to win’ 11. A quarter of those who say their Lottery spend will decline in 2025 state that they have simply ‘started gambling less in general’. 13% state it is because they don’t go to the store as much anymore. 12. And in terms of winning, between Lottery Scratch, Sports bet and Online slots game, a. 47% of gamblers state Lottery Scratch has the best chance of winning, with a bet on sports in 2nd at 39% b. However, among 18-24 and 25-34 the winning preference is flipped, with sports betting seen as a better winning proposition at 50% (compared to 38% for Scratch) and 25-34 year olds at 55% for sports betting and only 27% for Scratch. 13. It is the same ratios for ‘most likely to win on’. Among 18-24 year olds, 69% say they are more likely to win on Online Casino Games compared to Lottery Online games and among 25-34 year olds they have a similar ratio (66 % think winning is easier on Online Casino Games) Lotteries are still #1 for Trust 14. State lotteries still lead the way in trust! 83% of Gamblers trust their state lottery, compared to only 40% who trust FanDuel and 38% who trust Draft Kings! a. However, the gap narrows among males. 77% trust their lottery, while more than 50% trust the two largest sports betting companies. b. Among 18-24 year olds and 25-34 year olds, the gap narrows even further. 69% of 18-24 year olds trust their state lottery, but 55% trust Fan Duel. 71% of 25-34 year olds trust their state lottery, but 54% trust Draft Kings 15. We also asked which is more fun – Michigan or Pennsylvania Lottery Online Games or Online Casino Games a. 46% say Lottery, 54% say Online Casino Games i. The disparity gets stronger among 18-24 year olds (63% Online Casino) and 25-34 year olds (69% Online Casino Games) 16. When asked, would you like to be able to add lottery to your family’s grocery store deliveries or store pick- ups, among past year gamblers in the four states: a. 25% said they would like to add lottery tickets to their grocery store pickups, which skews higher among African Americans and Asians. b. 13% said they would like to add lottery to their grocery stores deliveries The role and importance of sports fans in Gambling is undeniable. 17. Among the 1,974 past year gamblers, 17% are Super Fans (who go to games and watch sports a lot), whilst 26% are Passionate fans (who watch professional sports multiple times a week) a. These two groups heavily over-index male (27% and 35% respectively) and 25-44 year olds (26% and 32%) b. Only 26% are ‘casual/social sports fans (and they over-index female at 35%) c. Super Fans heavily over-index on a large majority of gambling types, including i. 37% playing Lottery online (23% overall average) ii. 73% bet on sports (37% overall average) iii. 44% bet/gambled online (Casino style games), versus 27% average iv. They average 5 types of gambling in the past year compared to the average of 3.4 18. 2025 ‘net’ increase of spenders (so those stating they will increase spend subtracted from those who will decrease spend) and among Sports Super Fans for the key gambling types are a. Lottery draw games +17% net b. Lottery Scratch +26% net c. Sports betting +38% net d. Casino Game Online +16% net 19. Thinking about gambling and gaming on your phone/online, how do you think your spend will change in 2025, for a. Super Fans…net +43% increase b. Passionate Fans…net +26% increase 20. However, those ‘Not Interested in Watching Sports’ have the highest average spend on Casino Games online at $234 per month. In Conclusion … Ultimately, lotteries have to understand that older Americans have started to travel more, and so underlying trends of decreases in spend in gambling may well be accurate. However, in the online realm, low hanging fruit remains available. For instance, the third of the online gambler community currently uninterested in betting on sports represents a tremendous opportunity for iLottery to acquire new players. Of course, the online casino operators are already targeting the same player profile, so it’s better for lotteries to start sooner than later. Alternatively, the Sports fan (and especially the Super Fan and Passionate Fan groups) remains a prominent focal point in gaming. One take-away from these data points is that a window of opportunity is there for the lottery industry to act now to attract this important consumer group, and to embark on this mission well before the NFL Powerball game arrives in September 2026. If any state lottery would like free access to the full report and data tabulations, please don’t hesitate to contact Lorne at lorne. weil@inseinc.com. Trust me, I’m a researcher (and this information is gold, Jerry gold!) n Simon Jaworski, Founder & CEO, Lotto Research simon@lottoresearch.com C: 609-558-1019
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