Market Insights Digital eServices Online Gambling

Online Lottery - Kenya

Kenya

Revenue in the Online Lottery market is projected to reach €4.21m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 4.76%, resulting in a projected market volume of €5.07m by 2028.
In the Online Lottery market, the number of users is expected to amount to 52.4k users by 2028.
User penetration will be 0.1% in 2024 and is expected to hit 0.1% by 2028.
The average revenue per user (ARPU) is expected to amount to €108.30.
In global comparison, most revenue will be generated in the United States (€5,270.00m in 2024).
With a projected rate of 6.5%, the user penetration in the Online Lottery market is highest in South Korea.

Key regions: Asia, Japan, South Korea, United States, Europe

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Analyst Opinion

The Online Lottery market in Kenya has been experiencing significant growth in recent years. Customer preferences for convenience, accessibility, and the potential for big payouts have driven this trend. Additionally, local special circumstances and underlying macroeconomic factors have contributed to the development of the market. Customer preferences in Kenya have shifted towards online lottery platforms due to their convenience and accessibility. With the widespread use of smartphones and the increasing availability of internet access, more Kenyans are able to participate in online lottery games from the comfort of their own homes. This eliminates the need to travel to physical lottery outlets and allows customers to play at any time that suits them. Furthermore, online platforms often offer a wider variety of lottery games, giving customers more options to choose from. In addition to convenience, the potential for big payouts is another driver of the Online Lottery market in Kenya. Many Kenyans are attracted to the possibility of winning large sums of money with just a small investment. Online lotteries often offer jackpots that can reach millions of Kenyan shillings, creating excitement and drawing in more customers. The allure of these potential winnings has contributed to the growth of the market as more people seek out these opportunities. Local special circumstances in Kenya have also played a role in the development of the Online Lottery market. The country has a relatively young population, with a large percentage of the population under the age of 35. This demographic is more tech-savvy and comfortable with online platforms, making them more likely to engage with online lottery games. Additionally, Kenya has a strong mobile money infrastructure, with services like M-Pesa allowing users to easily make payments and receive winnings from online lottery platforms. Underlying macroeconomic factors have also contributed to the growth of the Online Lottery market in Kenya. The country has experienced steady economic growth in recent years, leading to an increase in disposable income for many Kenyans. This has allowed more people to participate in online lottery games and invest in the hope of winning big. Additionally, the government's efforts to promote the digital economy and attract investment in the technology sector have created an environment conducive to the growth of online lottery platforms. In conclusion, the Online Lottery market in Kenya is developing due to customer preferences for convenience and the potential for big payouts. Local special circumstances, such as a young population and a strong mobile money infrastructure, have also contributed to the growth of the market. Furthermore, underlying macroeconomic factors, including steady economic growth and government initiatives, have created an environment that supports the development of online lottery platforms.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Gambling Revenue (GGR) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies, and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, the urban population, the usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.