Punters claimed a record $94 million in Instant Kiwi prizes in 2013-14, although fewer winning tickets were scratched.
Figures released under the Official Information Act reveal claimed prizes were up almost $5 million on the previous year.
That compares with just $57 million won in 2009-10.
However, the number of winning tickets fell in 2013-14, with 10.9 million sold compared with 11.1 million the year before.
The New Zealand Lotteries Commission ran 39 different Instant Kiwi games in 2013-14, compared with 33 the year before, and the highest since 2009-10 when 47 different Instant Kiwis were released.
The most popular games continued to be $5 Instant Kiwis, with 13 different games issued, followed by $3 (nine games) and $2 (eight games).
Problem Gambling Foundation chief executive Graeme Ramsey said the organisation was more concerned about Instant Kiwis than other lottery products because they were instant.
Part of that concern was due to the way they were marketed; bright colours, sold at children's eye level, and normalised by being sold at the supermarket.
But not all Instant Kiwis made their way to the market.
A Lotteries spokeswoman confirmed about $4.3 million in possible prizes was withdrawn from sale during 2013-14, compared with $5 million the previous year.
She confirmed the remaining prizes in a game could be withdrawn when all final top prizes had been claimed.
An Instant Kiwi game had never been withdrawn from sale with all the top prizes remaining, she said.
Before a customer bought an Instant Kiwi ticket, they could ask at a Lotto kiosk for a print-out of the number of prizes remaining on any current game.
