EveryMatrix report charts European lotteries' move into digital entertainment
A new EveryMatrix study finds European lotteries now average 39% of revenue online, with Nordic operators leading the shift toward mobile-first products.
European lotteries are generating an average of 39% of their revenue or sales online, according to EveryMatrix's newly published 2026 Digital Lottery Report, cited in an EGR Intel contributor piece by the company's managing director of lottery, Nikolina Gabelica.
The report, based on EveryMatrix's work with multiple large national lotteries, found that some operators already derive up to 80% of revenue from online channels, with mobile accounting for as much as 90% of that online revenue in certain cases.
Nordic lotteries were identified as the sector's leaders, recording online revenue shares of between 60% and 80%, well ahead of the European average. Across the comparable sample used in the report, online gross revenue grew by an average of 8% in 2025.
Gabelica argued that the figures mark an inflection point for the sector, with the central question shifting from whether lotteries need to digitise to how effectively they can build the technology, products and customer experiences needed to compete for attention in a crowded digital entertainment market.
The report also mapped how far lottery operators have expanded beyond traditional draw games. Every operator in the sample offered lottery draw games online, 88% offered instant or scratch games, and 76% offered fixed-odds and live betting. More than half offered casino and live casino products alongside their core lottery business.
Gabelica wrote that this broadening of the product set does not mean every lottery should attempt to offer everything, noting that regulation ultimately determines what is possible in each market. She said digital growth should reinforce rather than dilute the lottery model's traditional emphasis on trust and social purpose.
On player protection, the report pointed to digital accounts and data as tools that allow operators to spot potentially risky play patterns earlier and offer more targeted support, provided they are backed by robust safeguards.
Volume of content was described as less important than relevance. With thousands of games potentially available to players, EveryMatrix's analysis found that curation, personalisation and merchandising are becoming the deciding factors in what players actually discover and play, rather than simple product count.
Gabelica said the operators best placed to succeed in the next phase of lottery digitisation will be those able to connect platform, mobile experience, content, data and player engagement into a single coherent digital offer, while maintaining the trust associated with established lottery brands.
Gabelica has more than two decades of experience in the sector, having held senior roles at Croatian operator Hrvatska Lutrija, including head of igaming and director of business development and marketing, and has also served as executive chair of the European Lotteries' Working Group for Marketing and Communications.