he lottery market is illegal in many countries, but it is encouraged in China because the revenue generated from it is used for social causes like building schools and hospitals in the local community.
Competitive vendor landscape
Lotteries are available in various forms, ranging from schemes for maximum monetary benefits to charitable funds
China Welfare Lottery and China Sports Lottery are the only two legalized lottery operators in the country. China Welfare Lottery deals with raising fund for charity and societal welfare, whereas funds raised by China Sports Lottery are used for building community sports facilities. The sports segment made huge profits in 2014. Once the ban is lifted, it is expected to introduce more innovative lottery options to attract buyers.
Pari-mutuel betting (a form of betting in which those backing the first three places divide the losers' stakes after deducting the operator's commission), under the sports lottery segment is expected to grow during the forecast period as more states will legalize this form of betting. The game is only legal in very few regions such as Beijing.
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“The sports lottery is the largest adopted online lottery game and will remain the most attractive segment for vendors during the forecast period, followed by the video lottery terminal segment. However, lotto and scratch card lottery games will continue to be less attractive for the vendors because these segments are in a stagnant stage,” says Ujjwal Doshi, a lead analyst at Technavio for media and entertainment services research.
Technavio media and entertainment research analysts identify the following key vendors:
Lottery 365 is one of the premium vendors in the Chinese online lottery market, and its popularity is increasing because of the unique tools they are offering. These tools include Chance-O-meter, Info, Lotto horoscope, Lucky Numbers, Lucky Pick and Numerology. These tools provide users with various information ranging from luck to historical winning numbers.
The vendor provides a range of lotteries. The company's online lottery affiliated program consists of some of the best features such as optimized marketing tools, personal account manager, effective payment plans, and real-time reporting.
Tabao.com is China's leading online retail platform and a subsidiary of Alibaba.com, with nearly 60 million registered users visiting per day. In 2007, the company ventured into the online lottery market starting with Lotto and also provides various other games such as guessing game, quiz, color lotteries and optional nine. The company offers various incentives to non-players such as comments win lottery, super manager, love marketing, happy shopping, and marketer.
QQ Lottery is a subsidiary of QQ, Tencent Holdings, a popular instant messaging service provider. The vendor provides games like lotto, fast frequency, football score predictor, and color lotto. The website has partnered with several Chinese lottery vendors like China Lottery Network, Lottery Network, China SMG (Shanghai Media Group) Network, Ministry of Finance and Ministry of Civil Affairs to provide best online lottery solutions.
NetEase is China-based internet technology company, pioneering the developments in various applications and services. The company attracts its online visitors with personalized premium services such as online games and in-house developed games. It entered the online market in 2009. Following the suspension of the online lottery in China, the company incurred huge losses in 2015, which is expected to continue until the removal of the suspension.
500.com is a premium online sports lottery provider in China. The service includes acting as a processor and aggregator of online lottery purchase from its registered user accounts along with substantially deriving revenue from various sources such as service charges for purchasing sports lottery products from provincial sports lottery administration centers. The company also provides the users an integrated suite of online lottery services, user tools, information and virtual community venues. Apart from the integrated suite, the company also provides a range of lottery sales services such as Lottery Pool Purchase, Individual Lottery Purchase, Recurring Purchase, Automatic Tag-along Purchase, and Locked-in Lottery Number Purchase. The information service covers all the latest news in Chinese lottery business, including information regarding over 100 provincial level lottery products and 10 national level lottery products.
Sporttery is a subsidiary of SMG Networks, which is China’s largest media conglomerate. The company has operations in TV networks, newspapers, magazines and radio along with film production and distribution. Some other media operations include IPTV, OTT and streaming, digital advertising, console gaming, home shopping, financial data and information services, e-commerce, TV post-production services, cultural investments and tourism, etc.
Sporttery has businesses in sports lottery such as football and basketball. where users have to predict the score or the winner correctly to win the lottery. Apart from this, Sporttery also provides traditional lottery service where the users have to buy the ticket with random numbers. Winner of various lottery prizes are determined by the numbers drawn in lots.
Other prominent vendors:
310Win, was founded in 2003, and is a part of Zhaoqing City Development.
This is a subsidiary of Qihoo 360, an internet security industry established in 2003.
500.comis a pioneer in the Chinese online lottery market that started its business in 2001.
The company is a subsidiary of Baidu, the search engine company in China. The company ventured into online lottery market in 2010.
This lottery is a subsidiary of SINA, an online media company. The company is famous for online sports lottery which is not just limited to football but also basketball and hockey.