​In the iGaming world, lotteries often stay in the background — overshadowed by casino and betting campaigns.
But according to EGBA and H2 Gambling Capital, online lotteries are showing one of the fastest growth rates in the industry: +7.7% annually.

For affiliates and advertisers, that means one thing — a vertical with low competition, stable engagement, and strong ROI potential.

💡 Why Lotteries Are Gaining Momentum

1️⃣ Low entry barrier.
No complex rules or gameplay — buy a ticket, wait for results.

2️⃣ Broad audience.
Lotteries appeal to both active players and casual users, which helps scale campaigns faster.

3️⃣ High trust factor.
In many regions, lotteries are associated with official or regulated operators — users perceive them as safe and legitimate.

4️⃣ Regular engagement.
Scheduled draws encourage repeat visits and maintain consistent user interest.

🌍 Where Lotteries Perform Best

• Germany: ~37% of GGR comes from lotteries

• Denmark: ~26% of GGR

• France & Netherlands: steady growth in user activity

• Central & Eastern Europe: rapid digitalization of national lottery systems

📲 Best-Performing Ad Formats

Lottery campaigns thrive on simplicity, credibility, and emotional engagement.

✅ Push Notifications — instant visibility and quick interaction.
Example: “Your chance starts today — get your ticket now.”

✅ In-Page Push — blends smoothly into user flow and performs well for awareness and engagement.

✅ Popunder Ads — deliver strong results for desktop users and broader reach, especially when combined with clean, trustworthy landing pages.

✅ Video Pre-Roll — great for Tier-1 GEOs where credibility and emotion drive conversions.

(Note: RiverTraffic focuses on browser-based ad formats and does not provide traffic via messengers or social platforms.)

🧪 How to Test Lottery Campaigns

• Start with Push + Popunder or Push + Video. These combos provide fast data for optimization.

• Test messaging. Highlight simplicity, excitement, and instant rewards.

• Localize creatives. Use familiar symbols and currency visuals that match each GEO.

• Check compliance. Some regions require approved creatives or licensed traffic zones.

🚀 Why Add Lotteries to Your Media Mix

• Lower competition than casino and betting

• Consistent conversion rates when properly localized

• Flexible creative testing without large budgets

🧩 Example flow:
Push → Landing Page → Popunder exposure → In-Page Push awareness

⚙️ How RiverTraffic Helps

With RiverTraffic, you can easily launch and scale lottery campaigns across multiple GEOs:

✅ GEO targeting in 180+ countries
✅ Clean, verified traffic for high-performing verticals
✅ Support for Push, In-Page Push, Popunder, and Video Pre-Roll formats
✅ Real-time analytics for optimization and scaling
✅ Dedicated account manager to help fine-tune formats and targeting strategy

🎯 Final Takeaway

Online lotteries are one of the most underestimated yet fastest-growing verticals in 2025.
They combine trust, simplicity, and emotional engagement — the perfect mix for campaigns that convert.

If you haven’t tested lotteries yet, now’s the time to let luck and data work together.
With RiverTraffic, you can launch, optimize, and scale lottery campaigns safely and effectively.