Lotto New Zealand is making a play towards a younger
demographic by launching a new smartphone app and a new
gambling product this year.
Sales of Lotto products, including Lotto, Big Wednesday and
Instant Kiwi, was expected to exceed $1 billion for 2013-14,
higher than Restaurant Brands and the Briscoes Group's sales
The Crown entity, in a briefing paper for new Minister of
Internal Affairs Peter Dunne, noted its steady growth path
over the past decade.
Lotto NZ said the demographic makeup was ''skewed towards the
middle-aged and older; 70% of our players are aged 45-plus''.
''In order to keep growing, we need to make our business more
relevant to a slightly younger demographic.''
The briefing paper said technology, particularly smartphones,
had rapidly changed the business environment.
Online sales accounted for 7% of sales and were growing, with
traditional retail under pressure and ''the trend for
customers to increasingly purchase online will likely change
the balance of our business quite dramatically''.
Lotto NZ was also planning to introduce a smartphone ticket
checker app, and a new numbers game called ''Play 3''.