What comes next for Europe’s digital lotteries
European lotteries are entering a new phase of digital growth. Our 2026 Digital Lottery Report shows how leading operators are competing with private iGaming brands, with the next opportunity centred on the quality of the player experience.
Nikolina Gabelica, our Managing Director, Lottery, explores what that shift means for operators and how they can build on the trust they already hold.
Mobile is driving the next phase
Our research puts the average online share of revenues or sales across the European lotteries analysed at 39%, rising to between 60% and 80% among Nordic leaders. Mobile can account for up to 90% of online revenue.
Those figures show how far the sector has progressed. For leading lotteries, digital now accounts for most of the business, making the mobile experience central to future growth.
Players judge lottery apps against the other services on their phones. Convenience and personalisation need to meet expectations shaped by the wider digital market.
“That means lotteries need to think like digital entertainment companies while remaining unmistakably lotteries,”
Making a broader offering work
In our European sample, 88% of lotteries offered instant or scratch games online, while 76% offered fixed-odds and live betting.
Offering more choice also brings new challenges. Operators need to make content easier to discover, using curation and personalisation to help players navigate growing portfolios. Connecting games, data and engagement tools within a consistent experience will be a key part of that work.
Registered digital play can also give lotteries a better understanding of player behaviour. Used responsibly, that insight can support more relevant experiences and earlier identification of potentially risky patterns. Digital development needs to strengthen the trust and social purpose that distinguish lotteries.
Supporting the next phase of lottery growth
At EveryMatrix, we help lotteries make that transition through modular and turnkey technology. Operators can introduce digital draw games and eInstants while retaining their core lottery systems, then adopt additional capabilities as their requirements develop.
Our work with partners including Norsk Tipping, Veikkaus and the National Lottery of Malta reflects different starting points: from delivering casino content at scale to connecting established lottery infrastructure with modern digital experiences.
Our dedicated Lottery division, launched in June 2026, builds on more than a decade of work with tier-1 lotteries. Led by Nikolina Gabelica, it is expanding our lottery product capabilities, with a focus on numbers games, pool sports and eInstants.
Explore more of our findings
Our six-part report examines the sector’s financial performance, online visibility, mobile apps, technology investment, casino content and sports betting, giving operators a closer look at how Europe’s digital lottery market is developing.
Visit our Lottery Report page to download Chapter 1 today, and sign up to receive the following chapters as they are released over the coming weeks.
The original version of this article was published by iGaming Future.
