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The Lottery of the Future: How digital technology will transform experience and impact
Working with The Future Laboratory, a strategic foresight consultancy, Allwyn has produced the industry's first in-depth analysis of the future lottery experience. In , experts say that lotteries are well positioned to meet the expectations of the consumers of 2035.
The emphasis on social responsibility, transparency and meaning from younger adults will see lottery brands double down on their commitment to supporting socially driven causes and responsible gaming, the report says. "It's impossible to ignore the power of purpose when considering how Gen Z or young millennials think about where and how they will spend their money in the future," says Martin Raymond , co-founder of The Future Laboratory.
As digital natives, these groups will also look to brands to embrace new technological possibilities, such as augmented reality and new forms of community engagement and social play.
The report outlines a number of ways in which lotteries could innovate to improve the player experience. For example:
"Allwyn's success in running lotteries is because we keep innovating to meet the needs and expectations of both current and new customers. While not every prediction in report will come to pass, every word of it will act as a catalyst for us at Allwyn to keep developing lotteries to meet the demands of players in the future, thereby returning more money to governments and good causes."
"As regulated businesses, trust is the cornerstone of the lottery industry's relationship with the public. As younger generations of consumers expect more from businesses, lotteries have the potential to double down on being a positive force for change in their communities over the next decade."
'Far from a game of chance and luck, the lottery of the future has the opportunity to be a positive vehicle of change for individuals, for communities and for societies at large. Now, thanks to next-generation tech, the industry has more channels that ever to address emerging audiences – bringing the value-focused adult Gen Zs along for the journey with immersive game experiences, responsible strategies and play that has purpose at its core.'
Experts who contributed to the report include Anthony Steed , head of virtual new environments and computer graphics at University College London, Katie Hillier , chief digital anthropologist at Liiv Group and Rosanna Iacono , CEO of The Growth Activists.
Allwyn is a leading multinational lottery operator. Allwyn builds better lotteries that return more to good causes by focusing on innovation, technology, efficiency and safety across a growing casual gaming entertainment portfolio. The lottery-first approach of focusing on affordable recreational play has earned Allwyn leading market positions with trusted brands across Europe in Austria , Czech Republic , Greece and Cyprus , Italy , the United Kingdom , and the United States ( Illinois ).
The Future Laboratory is one of the world's leading strategic foresight consultancies. With a unique blend of foresight, consumer insight, brand strategy and innovation, we inspire and future-proof organisations.
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