Massachusetts Lottery Players Increasingly Turn to Online Scratch Tickets
In Massachusetts, a notable shift in lottery sales has emerged, with players increasingly gravitating towards online scratch tickets. This evolving trend is reshaping the landscape of lottery retailing in the state.
Online Lottery Sales on the Rise
Winners Corner, a relatively new storefront in North Andover, has surpassed traditional sellers in lottery ticket sales. Open for just over a year, it has implemented 18 lottery terminals that facilitate online purchases through Jackpocket. This has made Winners Corner a leader in lottery sales, with over $49 million in sales reported through October 4 of this year.
- Winners Corner: New retail leader in lottery sales
- Jackpocket: Facilitates online purchases
- $49 million in sales: Recorded by Winners Corner in 2023
In contrast, Ted’s Stateline Mobil in Methuen, once the top lottery seller, has experienced a sales drop. Its sales decreased by 14% in the last year, pushing it to second place. Players Cafe, located in Hyde Park, is in third place, benefiting from offerings available through another online platform, Lotto.com.
Impact on Retailers
Industry experts view the increase in online lottery ticket purchases as a double-edged sword. Thomas Metzger, CEO of Lotto.com, suggests that online platforms are introducing new players to the lottery scene. “We bring in these new customers who maybe have never played the lottery or haven’t played in a long time,” he stated.
However, there are concerns from traditional retailers about the potential negative impact of online ticket sales. Retailers rely on foot traffic generated by lottery purchases to drive additional sales in their stores.
Massachusetts State Lottery’s Response
The Massachusetts State Lottery, which tops the nation in per capita lottery sales, plans to introduce its own online ticket sales next summer. As of now, average expenditure on lottery tickets in the state exceeds $840 per person annually.
- State Lottery’s plan: Launch online sales in summer 2024
- Per capita spending: Over $840 yearly
Future of Online Lottery Sales
Despite the rising dominance of online platforms, state officials remain confident in the future of traditional lottery sales. Mark William Bracken, the Executive Director of the Massachusetts State Lottery, noted that traditional lottery players typically remain loyal to physical retail locations.
The road ahead for online lottery sales in Massachusetts looks promising, with estimates suggesting annual growth of around 50%. Companies like Jackpocket and Lotto.com continue to expand their customer bases, creating a competitive environment that could redefine how lottery tickets are sold in the state.
