歐洲線上彩票：市場佔有率分析、行業趨勢和統計數據以及成長預測（2026-2031 年）

根據 Mordor Intelligence 預測，歐洲線上彩券市場規模預計將在 2025 年達到 56.7 億美元，2026 年達到 61.1 億美元，到 2031 年達到 93.6 億美元，2026 年至 2031 年的複合年成長率為 8.9%。

本報告按平台類型（行動端、桌面端）、遊戲類型（彩票、即開型彩票、現場彩票、其他）、年齡層（25歲以下、25-40歲、40-55歲、55歲及以上）、最終用戶（男性、女性）以及地區（德國、英國、義大利、法國、西班牙、荷蘭、波蘭、比利時、瑞典及其他歐洲國家）進行細分。市場預測以美元計價。

歐洲線上彩票市場的趨勢和洞察

數位平台的廣泛應用

隨著營運商從基礎網站轉向以行動端為主導、數據驅動的客戶服務，集中管理帳戶活動、支付和開獎訊息，數位基礎設施正成為歐洲線上彩票市場競爭的核心領域。瑞典彩券公司（Svenska Spel）的報告顯示，該公司2026年上半年的收入中有67%來自線上管道，高於2025年上半年的62%。同期，該公司旗下的「Luck」業務部門的彩票收入成長了7%。這些結果凸顯了彩票業者為何優先考慮行動端設計、中獎通知、簡化支付流程以及不完全依賴大規模開獎活動的客戶溝通。德國市場仍有龐大的成長空間，儘管其零售基本客群龐大，但預計到2025年，德國的線上彩票滲透率僅為31%。 ZEAL 報告稱，在 2025 會計年度，其每月有效用戶數為 1,558,000，這表明即使在獎金條件不太有利的情況下，對產品的投資也能支持用戶參與。

彩票類遊戲和即開型遊戲的流行

儘管開獎型彩票仍然是歐洲線上彩票市場的主要收入來源，但即開獎彩票為運營商提供了一種在大型開獎間隙留住客戶、並在玩家對巨額獎金興趣減弱時仍能保持其活躍度的方法。根據歐洲彩券公司（European Lotteries）的數據顯示，2024年即開型彩券的銷售額成長了6.1%，總營收成長了5.9%。同年，即開型彩券佔會員機構彩券總銷售額的近29%。即使開獎型彩券的獎金較低或開獎頻率較低，即開獎彩券也能維持較高的參與率，因為無需等待下一次開獎即可獲得結果。 FDJ UNITED的中期計劃包括一款計劃於2027年推出的10歐元即開型彩票，此外還計劃對歐洲百萬彩票（EuroMillions）和樂透彩票（Lotto）進行改革。此外，歐洲彩票公司報告稱，2024年體育彩票的銷售額成長了12.9%，總收入成長了9.1%，這印證了市場對能夠快速提供結果的產品日益成長的需求。

各國賭博法不盡相同。

歐洲線上彩票市場受到各國不同的許可證制度、產品法規、稅收制度和廣告標準的限制。由於博彩服務仍不在歐盟內部市場協調條例的管轄範圍內，各國法規和地理限制仍然是其商業環境中的重大挑戰。營運商通常需要為每個營運所在國單獨建立法律、技術、銷售和客戶支援體系。即使在多個市場採用類似的數位產品和客戶體驗流程，這些要求也會增加固定成本。此外，某些市場存在國家壟斷，限制了私人公司進入線上彩票市場。因此，跨境業務擴張的速度正在放緩，這使得擁有現有許可證、本地基礎設施以及與國家主管部門良好關係的營運商更具優勢。

細分市場分析

預計到2025年，行動端將佔據歐洲線上彩券市場58.2%的佔有率。各國業者都已投資開發基於應用程式的中獎通知、電子錢包整合、生物識別登入和即時開獎結果顯示等功能，從而實現全天候24小時服務。這些工具不僅讓用戶無需前往實體店即可輕鬆參與抽獎和查看結果，還能在開獎期之外持續提升客戶參與。根據ZEAL統計，在2025會計年度，即使在中獎次數較少的時期，約85%的新用戶也是透過行動管道獲得的。業者仍需提供忠誠度獎勵機制、即時遊戲及相關訊息，以降低中獎次數較少時期的用戶流失率。

預計2026年至2031年間，桌面端市場將以10.2%的複合年成長率成長。更大的螢幕使玩家能夠更輕鬆地處理更複雜的投注操作，例如選擇彩票、管理企業聯合組織、訂閱以及查看多個投注選項。因此，儘管日常參與度主要集中在行動主導，但在獎金豐厚的時期，桌面端仍然至關重要。 Allwyn計劃在2026年第一季將其約1,800萬個英國帳戶遷移到跨平台系統，這體現了在不同設備上提供一致服務的必要性。預計歐洲線上彩票行業將繼續同時維護這兩種管道，因為它們分別滿足玩家參與過程的不同階段和不同類型的投注需求。

2025年，彩券開獎將佔歐洲線上彩券市場佔有率的55.3%。 EuroJackpot、EuroMillions和Lotto 6 aus49在各國成熟的彩票體系中享有很高的知名度，其巨額獎金有望吸引那些偶爾光顧實體店的顧客轉向線上通路。歐洲彩券公司2024年的彩券總銷售額達到1,099億歐元，使彩券開獎成為銷售額和遊戲總收入最高的類別。 ZEAL報告稱，2025會計年度彩券銷售額為11億歐元，其中彩券相關收入成長16%，達到1.953億歐元。因此，成熟的彩票開獎模式在為營運商獲取新客戶、提升品牌知名度和實現持續收入方面仍然發揮著核心作用。

預計2026年至2031年間，即時彩券的複合年成長率將達到9.7%。這種形式結合了選號、短週期開獎和快速結果通知，在保留傳統彩票熟悉魅力的同時，提供更即時、更愉悅的數位體驗。它既能吸引期望快速開獎的顧客，也能吸引那些正從實體彩券店轉向線上服務的年長消費者。歐洲彩券公司的一份報告顯示，2024年體育博彩遊戲的銷售額成長了12.9%，這支撐了市場對週期短的彩票相關產品的廣泛需求。 FDJ UNITED的2027年計畫也表明，主要營運商正在繼續開發速度更快的數位化遊戲，同時保留傳統的彩票產品。

其他好處：

• Excel格式的市場預測（ME）表
• 3個月的分析師支持

目錄

第1章：引言

• 研究假設和市場定義
• 調查範圍

第2章：調查方法

第3章執行摘要

第4章 市場狀況

• 市場概覽
• 市場促進因素
  • 數位平台的廣泛應用
  • 彩票式和即開型遊戲的受歡迎程度
  • 提升消費者便利性
  • 青年人的參與
  • 產品創新和遊戲產品組合的擴展
  • 數位安全和加密技術的進步
• 市場限制因素
  • 各國賭博法律的差異
  • 反洗錢和反詐欺措施
  • 基於區域和 IP 位址的存取限制
  • 非法和無證企業的競爭
• 消費行為分析
• 監理情勢
• 技術展望
• 波特五力模型

第5章 市場規模與成長預測

• 依平台類型
  • 桌面
  • 移動的
• 按遊戲類型
  • 抽籤
  • 即開型彩票
  • 現場彩券
  • 其他
• 按年齡層
  • 25歲以下
  • 25-40歲
  • 40-55歲
  • 55歲或以上
• 最終用戶
  • 男性
  • 女士
• 按地區
  • 德國
  • 英國
  • 義大利
  • 法國
  • 西班牙
  • 荷蘭
  • 波蘭
  • 比利時
  • 瑞典
  • 其他歐洲國家

第6章 競爭情勢

• 市場集中度
• 策略趨勢
• 市佔率分析
• 公司簡介
  • FDJ UNITED
  • Allwyn International AG
  • ZEAL Network SE
  • Sisal SpA
  • Lottomatica SpA
  • INTRALOT SA
  • International Game Technology PLC
  • Scientific Games Holdings LLC
  • NeoGames SA
  • Pollard Banknote Limited
  • Lottoland Holdings Limited
  • Premier Lotteries Ireland DAC
  • Nederlandse Loterij Organisatie BV
  • Svenska Spel AB
  • Norsk Tipping AS
  • Danske Spil A/S
  • Veikkaus Oy
  • OPAP SA
  • Osterreichische Lotterien GmbH
  • Lotto24 GmbH

第7章 市場機會與未來展望

According to Mordor Intelligence, the Europe online lottery market size is projected to be USD 5.67 billion in 2025, USD 6.11 billion in 2026, and reach USD 9.36 billion by 2031, growing at a CAGR of 8.9% from 2026 to 2031.

This report is Segmented by Platform Type (Mobile, Desktop), Game Type (Draw-Based Lottery, Instant Lottery, Spots Lottery, Others), Age Group (Below 25, 25-40, 40-55, 55+ Years), End User (Male, Female), and Geography (Germany, UK, Italy, France, Spain, Netherlands, Poland, Belgium, Sweden, Rest of Europe). The Market Forecasts are Provided in Terms of Value (USD).

Europe Online Lottery Market Trends and Insights

Rising Digital Platform Adoption

Digital infrastructure has become a central area of competition in the Europe online lottery market, as operators move beyond basic websites toward mobile-led and data-supported customer services that keep account activity, payments, and draw information in one place. Svenska Spel reported that online channels generated 67% of group revenue in the first half of 2026, compared with 62% in the first half of 2025. Its Luck business area recorded lottery revenue growth of 7% during the same period. These results explain why lottery operators are prioritizing mobile design, jackpot alerts, simplified payment journeys, and customer communication that does not depend solely on large draw events. Germany remains a major opening because online lottery penetration was 31% in 2025 despite a large retail customer base. ZEAL reported 1.558 million monthly active users in fiscal 2025, showing that product investment can support engagement even when jackpot conditions are less favorable.

Popularity Of Draw-Based And Instant Games

Draw-based games remain the commercial base of the Europe online lottery market, while instant products give operators more ways to retain customers between major draws and keep players active when jackpot interest declines. European Lotteries reported that instant game sales rose 6.1% and gross gaming revenue rose 5.9% in 2024. Instant games represented almost 29% of total lottery sales among its members that year. Faster-result products can maintain participation when draw-based jackpots are lower or less frequent, because they provide a result without waiting for the next scheduled draw. FDJ UNITED's medium-term plan includes a EUR 10 instant game for launch in 2027, alongside planned changes to Euromillions and Loto. European Lotteries also reported that sports game sales rose 12.9% and gross gaming revenue rose 9.1% in 2024, reinforcing demand for products with quicker feedback.

Divergent National Gambling Laws

The Europe online lottery market is constrained by national licensing structures, product rules, taxes, and advertising standards that differ across countries. Gambling services remain outside the European Union's internal-market harmonization rules, so national restrictions and geo-blocking remain a lasting part of the operating environment. Operators must often maintain separate legal, technical, commercial, and customer-support arrangements for each country in which they operate. These requirements increase fixed costs even when operators use similar digital products and customer journeys in several markets. State monopolies in some markets also limit private operator entry into online lottery. The result is slower cross-border scaling and a greater advantage for operators with existing licenses, local infrastructure, and established relationships with national authorities.

Other drivers and restraints analyzed in the detailed report include:

1. Increased Consumer Convenience
2. Younger-Generation Participation
3. Anti-Money Laundering And Fraud Controls

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Mobile held 58.2% share of the Europe online lottery market in 2025. National operators have invested in application-based jackpot alerts, e-wallet integration, biometric login, and real-time results that make the service available throughout the day. These tools make it easier to enter draws and check outcomes without visiting a retail outlet, while also supporting repeated engagement between draws. ZEAL stated that around 85% of new customer acquisitions came through mobile channels in fiscal 2025, even during a less favorable jackpot period. Operators still need loyalty tools, instant games, and relevant messages to limit customer losses during quieter jackpot cycles.

Desktop is projected to expand at a 10.2% CAGR from 2026 to 2031. Larger screens can make detailed ticket selections, syndicate management, subscriptions, and multiple-entry review easier for players handling more complex entries. Desktop therefore remains important during large jackpot periods, even though mobile leads everyday participation. Allwyn's migration of around 18 million UK accounts to a cross-platform system in the first quarter of 2026 reflects the need to provide a consistent service across devices. The Europe online lottery industry is likely to retain both channels because they serve different parts of the player journey and different types of sessions.

Draw-based lottery accounted for a 55.3% share of the Europe online lottery market in 2025. EuroJackpot, EuroMillions, and Lotto 6aus49 have strong recognition in established national lottery systems, where large jackpots can bring occasional retail customers into digital channels. European Lotteries recorded total lottery sales of EUR 109.9 billion in 2024 and identified draw-based products as the largest category by sales and gross gaming revenue. ZEAL reported EUR 1.1 billion in lottery billings in fiscal 2025, while lottery-specific revenue rose 16% to EUR 195.3 million. The established draw format consequently remains central to acquisition, brand recognition, and recurring operator revenue.

Spots lottery is forecast to grow at a 9.7% CAGR from 2026 to 2031. The format combines number selection with shorter draw cycles and faster result feedback, offering a familiar lottery proposition with a more immediate digital experience. It can appeal to customers who expect rapid outcomes and to older consumers moving from retail lottery play to online services. European Lotteries reported that sports game sales rose 12.9% in 2024, supporting the broader demand for faster-cycle lottery-related products. FDJ UNITED's planned 2027 program shows that large operators continue to develop quicker digital games alongside traditional draw products.

Complete Report Scope:

• By Platform Type
  • Desktop
  • Mobile
• By Game Type
  • Draw-based Lottery
  • Instant Lottery
  • Spots Lottery
  • Others
• By Age Group
  • Below 25 Years
  • 25-40 Years
  • 40-55 Years
  • 55+ Years
• By End User
  • Male
  • Female
• By Geography
  • Germany
  • United Kingdom
  • Italy
  • France
  • Spain
  • Netherlands
  • Poland
  • Belgium
  • Sweden
  • Rest of Europe

List of Companies Covered in this Report:

1. FDJ UNITED
2. Allwyn International AG
3. ZEAL Network SE
4. Sisal S.p.A.
5. Lottomatica S.p.A.
6. INTRALOT S.A.
7. International Game Technology PLC
8. Scientific Games Holdings LLC
9. NeoGames S.A.
10. Pollard Banknote Limited
11. Lottoland Holdings Limited
12. Premier Lotteries Ireland DAC
13. Nederlandse Loterij Organisatie B.V.
14. Svenska Spel AB
15. Norsk Tipping AS
16. Danske Spil A/S
17. Veikkaus Oy
18. OPAP S.A.
19. Osterreichische Lotterien GmbH
20. Lotto24 GmbH

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising digital platform adoption
  • 4.2.2 Popularity of draw-based and instant games
  • 4.2.3 Increased consumer convenience
  • 4.2.4 Younger-generation participation
  • 4.2.5 Product innovation and broader game portfolios
  • 4.2.6 Better digital security and encryption
• 4.3 Market Restraints
  • 4.3.1 Divergent national gambling laws
  • 4.3.2 Anti-money laundering and fraud controls
  • 4.3.3 Geo-blocking and IP-based access restrictions
  • 4.3.4 Competition from illegal/unlicensed operators
• 4.4 Consumer Behaviour Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces
  • 4.7.1 Bargaining Power of Suppliers
  • 4.7.2 Bargaining Power of Buyers
  • 4.7.3 Threat of New Entrants
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Platform Type
  • 5.1.1 Desktop
  • 5.1.2 Mobile
• 5.2 By Game Type
  • 5.2.1 Draw-based Lottery
  • 5.2.2 Instant Lottery
  • 5.2.3 Spots Lottery
  • 5.2.4 Others
• 5.3 By Age Group
  • 5.3.1 Below 25 Years
  • 5.3.2 25-40 Years
  • 5.3.3 40-55 Years
  • 5.3.4 55+ Years
• 5.4 By End User
  • 5.4.1 Male
  • 5.4.2 Female
• 5.5 By Geography
  • 5.5.1 Germany
  • 5.5.2 United Kingdom
  • 5.5.3 Italy
  • 5.5.4 France
  • 5.5.5 Spain
  • 5.5.6 Netherlands
  • 5.5.7 Poland
  • 5.5.8 Belgium
  • 5.5.9 Sweden
  • 5.5.10 Rest of Europe

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials (if available), Strategic Information, Products, Recent Developments)
  • 6.4.1 FDJ UNITED
  • 6.4.2 Allwyn International AG
  • 6.4.3 ZEAL Network SE
  • 6.4.4 Sisal S.p.A.
  • 6.4.5 Lottomatica S.p.A.
  • 6.4.6 INTRALOT S.A.
  • 6.4.7 International Game Technology PLC
  • 6.4.8 Scientific Games Holdings LLC
  • 6.4.9 NeoGames S.A.
  • 6.4.10 Pollard Banknote Limited
  • 6.4.11 Lottoland Holdings Limited
  • 6.4.12 Premier Lotteries Ireland DAC
  • 6.4.13 Nederlandse Loterij Organisatie B.V.
  • 6.4.14 Svenska Spel AB
  • 6.4.15 Norsk Tipping AS
  • 6.4.16 Danske Spil A/S
  • 6.4.17 Veikkaus Oy
  • 6.4.18 OPAP S.A.
  • 6.4.19 Osterreichische Lotterien GmbH
  • 6.4.20 Lotto24 GmbH

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK