Why Gen Z is more skeptical about playing the lottery

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One of the main reasons young people's interest in playing the lottery has declined is the perception that the odds of winning are too low. More than a quarter of them also say they would rather spend their money in other ways - for example, on charity. A fifth are put off by the financial aspect, which is the third biggest factor. So it seems that Gen Z is more financially cautious than the generations before them and that they prefer to spend their money on things that mean more to them and give them more fulfillment.

Another key finding is that Gen Z is more critical of the lottery industry than previous generations. This may be due to growing up in a world where technology and total connectivity have made access to information easier than ever before. As a result, this generation is more likely to research the rewards and risks of playing the lottery before deciding to participate.

How the lottery industry can reach the younger generation
So how can you get Gen Z excited about playing the lottery? One way is to make playing the lottery more of an experience, rather than focusing solely on the prize. It could also be helpful to make lottery games argentina consumer email list more playful and to adapt them to young people's love of video games. Interactivity and immediate feedback increase the fun factor and guarantee a special gaming experience. Fennica Gaming, for example, has this in mind and is developing eInstants (electronic scratch cards) that meet the needs of the new generation.

Furthermore, Gen Z is increasingly relying on online content and social media. These types of communication channels have a much greater reach and allow the lottery industry to target a wider audience. Instead of relying on traditional media, lotteries should increasingly use digital marketing strategies. Almost three times as many younger lottery players have used Instagram in the last month compared to older players and they are more than six times as likely to have used Snapchat.

Another important factor in getting young people excited about playing the lottery is topic-related influencer marketing. This is where the adesso subsidiary Reachbird Solutions GmbH comes into play, which specializes in influencer marketing and specifically selects influencers who fit the target group. Together with Reachbird, lotteries can present their charitable projects and initiatives and thus raise awareness of the positive influence of playing the lottery on society.