During the lockdown, players’ lottery habits underwent significant changes, and it leaves us wondering if these changes will persist as restrictions ease across Europe. The past 18 months have witnessed both permanent and temporary shifts in behavior, reflecting the broader societal changes brought about by the pandemic. The lottery industry, including our operations, has adapted to these shifts while ensuring customer demand is met. We have provided innovative solutions for loyal retail customers to purchase tickets safely in person and have facilitated a digital transition for those who were previously hesitant. We have also focused on enhancing the user experience for online and mobile users.
The recent Q1 results of SAZKA Group demonstrate the thriving nature of lotteries as we emerge from the pandemic. Countries like the Czech Republic, Austria, Italy, and soon Greece have experienced some of their best-ever quarters. In Austria, although many retail outlets remained open during the lockdown, there was a decline in customer frequency, particularly for instant products and break-open tickets. This decline prompted an increase in online play on platforms like Win2day, which saw a substantial 27.8% growth in gross gaming revenue from electronic lotteries in 2020. In the present scenario, players are adjusting, with a mix of retail and online play for popular games like Lotto, EuroMillions, and Toto.
The lockdowns forced people to spend more time at home, leading to an accelerated shift from offline to online play. At OPAP, the online customer base and revenues reached new historical highs. Since the lifting of the lockdowns, there has been a recovery in retail business, albeit with some remaining restrictions, but many players still opt for online play. This demonstrates that customers now exist in both the retail and online worlds, and it is crucial to deliver a world-class gaming experience in both these realms.
Attracting new players during the pandemic has been a priority, but the demographics of players have largely remained the same. The pandemic has not significantly changed gaming behavior or the demographic structure. However, there have been slight fluctuations in different age groups’ participation levels for specific games, with a noticeable increase in the 30-49 demographic for popular games like Lotto and EuroMillions.
The pandemic has heightened the importance of the “good causes” aspect of lotteries. Supporting charitable projects has always been a fundamental part of the lottery industry, and it unites players across all markets. Sazka Group, with its substantial impact on sport and society, has consistently contributed to the communities it serves. The pandemic has reinforced the value of collective action, and lotteries continue to leverage their resources for the benefit of local populations.
Lottery operators, including Sazka Group, have increased the release of new content during lockdown to engage players when other entertainment options were limited. This approach reflects the best operators’ ability to anticipate and meet market and customer needs proactively.
Player protection from gambling-related harm has always been a top priority for lotteries. Responsible gambling initiatives have been strengthened across the Sazka Group, with increased funding for player protection. OPAP holds the highest responsible gaming certification and has implemented various strategies, including awareness campaigns, employee training, self-exclusion options, and monitoring of excessive play patterns. Austrian Lotteries places great importance on player protection, actively working against excessive gaming and offering responsible gaming tips, self-assessment, and mentoring programs for customers.
