ales across the second half of 2010 were stronger than sales across the first half of 2010, particularly in the North American market, which augurs well for stronger sales of lottery products in 2011.
As indicated above, strong performances in the emerging markets of Asia Pacific, Latin America, and Africa underpinned worldwide lottery sales across 2010. Participating Latin American lotteries witnessed an aggregate full year on full year increase in sales of 21.8%.
They outpaced the participating African lotteries, which saw an aggregate full year on full year increase in sales of 19.4%. Participating Asia Pacific lotteries also performed strongly in 2010 as compared to 2009, with aggregate full year on full year growth of 12.5%. In contrast, lottery sales in Europe and North America continued to remain relatively flat across 2010.
Growth in Europe was particularly sluggish, with an aggregate full year on full year increase in sales of just 0.2%. Participating North American lotteries fared slightly better, with an aggregate full year on full year increase in sales of 1.9%. The upturn in North American sales can be attributed to an increase in fourth quarter 2010 sales of 9.0%, compared to sales in the third quarter of 2010.
This edition of the WLA Quarterly Lottery Sales Indicator marks the first year anniversary of the Quarterly Lottery Sales Indicator project. The WLA would again like to thank all WLA member lotteries participating in the Quarterly Lottery Sales Indicator initiative. We look forward to bringing you first quarter 2011 results directly.