UK Lottery Players Starting to Choose US Powerball Over National Lotto

UK lottery players are starting to choose the US Powerball over the National Lotto game according to data from online operator Jackpot.com.

UK players love US Powerball.

UK players are starting to turn their backs on the National Lottery in favour of the US Powerball according to one lotto betting site. (Image: syracuse.com)

The recent rise of online lotto betting has given UK players the chance to experience games from around the world and that’s led to a slight drop in interest for local games.

In the wake of the latest $700 million/£540 million US Powerball draw, lotto site Jackpot.com has shown that one in five Brits now choose the American game.

Although the figures only relate to the activity on a single site, the fact that, on average, 20 percent of players are now choose to play the Powerball is a sign of the times. Indeed, even though lotto sites such as Lottoland have fallen foul of the UK Gambling Commission’s (UKGC) advertising guidelines in recent months, the medium appears to be changing the nation’s betting habits.

Online Sales Start to Soar

In fact, as National Lottery sales hit £7.6 billion in 2016, the draw’s operator, Camelot, revealed that digital sales increased by 53 percent. Even though live sales still account of 80 percent of all National Lottery sales, online and mobile sales are on the rise.

Part of this movement towards digital sales can be attributed to the advent of lottery betting sites such as Lottoland and Jackpot.com. Even though Camelot has hit out at these platforms, they are proving popular with young gamblers.

As Lottoland’s Irish head Graham Ross explained to the Irish Independent back in July, the company is now targeting the “18-40-year-old category” with its latest marketing campaigns.

Understanding that “young, savvy, smartphone users” are the next generation of bettors, lottery sites are now pushing to alter the way people play and it’s clearly working.

Changing Tastes Could Hurt Camelot

With more players starting to favour the US Powerball over the National Lottery, it’s a sign that the industry is changing, which could be bad news for Camelot. The operator’s chief executive Andy Duncan told The Guardian in 2016 that he believes rival businesses, such as the UK’s Health Lottery, actually go against the intentions of the 1993 National Lottery Act.

“We have got concerns about competition. The intention was to have one national lottery to maximise returns to society. We think it’s an important issue that needs to be sorted out sooner rather than later,” he told the newspaper.

As yet the UKGC hasn’t made a move to stop operators competing with Camelot. However, with players starting to migrate away from the country’s main game, it may prompt fresh calls to review the issue from Duncan and those involved with the National Lottery.

Share Now: