National Lottery annual figures remained stable in 2023

In 2022, the National Lottery faced a decline in turnover. At that time, turnover amounted to 1.488 billion euros. However, this trend will not continue in 2023. Last year it amounted to 1.489 billion euros.

So stability has returned. The share of both newspaper shops and digital sales is exactly the same as in 2022 and the three main Lottery pillars (Lotto, EuroMillions and instant games) therefore remained in balance.

Turnover grew steadily for a long time

Turnover figures went from 1.140 billion euros in 2015 to 1.531 billion euros in 2021. However, the economic situation caused an interruption in this trend in 2022 and therefore the figures of the past year were eagerly awaited. With a slight increase in turnover, the figures appear to be heading in the right direction again.

The importance of the newspaper trade

These continue to be an important pillar for the National Lottery, as they generated 47% of total turnover in both 2022 and 2023. This percentage was only one percentage point higher in 2021, which underlines the importance of the newspaper trade.

Digital sales of lottery products seemed to raise concerns, but with a share of 24%, they remain the same at the 2022 level. As a result, newspaper shops remain essential in the sale of lottery products.

Per press point of sale in Lottery installations and visibility, the average investment at 4,025 euros is 3.5 times higher than in other categories of points of sale.

“In 2023, we will also have adjusted the compensation to our points of sale based on their needs and those of the players.”

National Lottery

Decline in newspaper businesses in 2023

Over the course of 2023, there was a decline in the number of newspaper shops in the National Lottery network, from 2,171 to 2,061. Although 84 stores were added in 2023, there were no fewer than 194 closures.

The Lottery’s turnover therefore increased slightly in 2023 and the share of newspaper traders remained stable. We can link the following conclusion to this, namely that the average turnover from lottery products per store increased again.

This translates into a jump from 326,859 euros in 2022 to 339,558 euros last year. But if we go back to the situation in 2019, the average sales figure has increased by almost 5%.

We are seeing a notable number of closures in the “Others” category. This category is related to the disappearance of 657 Bpost points of sale after both parties failed to reach an agreement to continue the collaboration.

Focus on growth strategy

Last year at the National Lottery they talked about a historic balance between Lotto, EuroMillions and instant games. With 447 million euros, 506 million euros and 450 million euros successively, these were effectively very close to each other, but last year the deliberate diversification strategy (growth strategy aimed at producing new products for new markets) within the Lottery led to an even better balance.

The decline in EuroMillions revenue is said to be due to a series of unfavorable jackpot cycles with jackpots being won quickly.

• Lotto: 456 million euros
• EuroMillions: 463 million euros
• Scratch products and instant games: 464 million euros

The success of EuroDreams and Vikinglotto

Last autumn we were introduced to EuroDreams. A new drawing game from which the National Lottery does not want to draw any immediate conclusions, but the new game is reportedly popular and exceeds expectations. At EuroDreams you have a chance to win 20,000 euros every month for 30 years. This new formula therefore has the necessary appeal.

Vikinglotto, an international drawing game from the Far North, is also highly sought after, because with an average weekly turnover of 340,000 euros (17,680,000 euros annually) it scores excellently.

By the way, 2023 produced two record figures

A total of 103,913,099 winners together won a prize pool of 1,078,835,155 euros.

How can we explain this trend?

There are many players who bet limited amounts on average, which remains one of the hobbyhorses of the Lottery. This in combination with the fact that the profit benefits society, because this gives many organizations a boost, such as Child Focus, the Foundation against Cancer and many others. Just like the year before, these amounted to a total investment of 345 million euros.

“Many Belgians participate in our games for a small amount. They enjoy it, it offers them a chance to win and the proceeds go to countless social, cultural, sporting and scientific initiatives.”

Jannie Haek, managing director and chairman of the management committee of the National Lottery