Frank Cecchini, Evoplay: iLottery’s reckoning with digital competition
As consumer behaviour shifts decisively online, lotteries can no longer rely on retail dominance to protect revenues. Evoplay’s Head of Lottery Frank Cecchini explores why the e-commerce boom, generational change and intensifying digital competition are accelerating adoption, and how lotteries can modernise their online offering without compromising trust.
What is fuelling the current acceleration of iLottery adoption, and why is the timing so significant now?
The biggest driver is the broader shift towards e-commerce. COVID-19 accelerated this change, pushing many people to try online shopping for the first time and get used to the convenience of digital services.
Consumers became comfortable shopping on platforms like Amazon, where a simple search provides choice, convenience, and competitive value. The same behaviour has naturally extended to digital entertainment, including betting, iGaming, and lottery products. Lotteries worldwide have realised that a strong online presence is now essential to remain relevant, protect long-term growth, and continue generating funding for good causes.
The timing matters because, in many jurisdictions, online gambling has been regulated and opened to competition, while lotteries have largely remained state monopolies. Long protected in retail, lotteries now compete online for the same players’ attention. That is why a strong digital channel is now essential to protect revenues and sustain long-term returns.
Which markets and player demographics represent the biggest opportunity for iLottery over the next few years?
Lotteries will continue to dominate retail, but online, the biggest opportunity lies with younger generations such as Gen Z and Gen Alpha. They have grown up connected to devices, with information and entertainment always at their fingertips.
To stay relevant, lotteries need to plant their flag in this space and offer products that match how these audiences engage today. More modern marketing, along with non-monetary rewards such as scholarships, merchandise, and mobility-related prizes, can also help attract and retain players.
How can lotteries evolve their digital products to compete for attention while maintaining the trust and responsibility that define the traditional sector?
Lotteries need to take a close look at how their competitors are operating online. They should adopt the same competitive intelligence processes that iGaming operators use to attract and retain players — but always within the limits of their strong responsible gaming controls.
Similar types of content can be offered in a safer, more controlled way, supported by more conservative RTP rules and clear responsible gaming messaging delivered through the platform.
Games built around transparent mechanics, such as depleting prize pools, combined with engaging yet more measured gameplay, can deliver the type of entertainment many younger players are looking for.
Lotteries must protect the trust behind their brand, while ensuring digital play continues to deliver the long-term revenue and public returns they are built on.
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About the author
Bianca Máthe
Bianca Mathe joined the iGaming industry in 2018 and has since built extensive experience across multiple verticals, working with international gaming organizations on editorial, marketing, and media strategy. She brings a strong understanding of the regulatory, commercial, and technological forces shaping the global iGaming sector.
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