New Research: Trending Now

Meet two representative players who typify the consumer trends driving lottery evolution in 2025

By IGT (International Game Technology)

Published February 18, 2025

Sarah (a core player) and Carlos (an occasional player), are empowered by technology, driven by social connections, and motivated by a desire for simplicity and human interaction. Lotteries have an opportunity to reshape player engagement to meet the expectations of players like them, as explored in a new research report from IGT.

“For many years we’ve published a consumer trend report to share relevant insights and examine specifically how they are likely to impact the lottery industry,” says Michelle Carney, IGT Vice President Global Lottery Marketing. “This year’s report brings the current trends to life in a new way, by tracing the everyday experiences of two typical players. As they move through their day, they provide a glimpse into how lottery play could be shaped to serve their habits and preferences.” 

The report is informed by current research from IGT’s longtime partner Foresight Factory. It examines data on factors such as lottery players’ social media and chat usage, online gaming habits, purchase decisions, and more.

“By ‘unpacking’ the current trends and related data, our aim is to highlight ideas that are actionable for lotteries today. Lotteries can partner with IGT to leverage these insights and shape stronger business plans,” says Carney.

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One trend explored in the report is consumers’ desire for deeper connection through human encounters within the digital world. Foresight Factory researchers found that 75% of weekly lottery players use chat services on devices like phones, tablets, and smart TVs, while 74% of weekly players write reviews about products or services on devices like these. In effect, these players are looking for a connection that feels personal and social through their digital experiences.

The report explores how lotteries can stand out by balancing high-tech offerings with human-centered interactions. For an occasional player like Carlos, this might mean providing a personalized message from the lottery team through the lottery app, asking him how satisfying his experience was and offering a chance to share feedback. For a regular player like Sarah, the lottery app might serve as a platform for chat, sharing, and celebration with like-minded friends who are miles apart.

For each of the five trends, the report offers ideas on how lotteries can retain and grow their player base to meet evolving needs in new and meaningful ways. A consideration of how positive play principles can be integrated with these trends helps ensure that lottery continues to be a source of entertainment while promoting balanced and sustainable play.

To download the report now, visit IGT.com/2025Trends