Pay, Play, Progress

A new study reveals how payment and retail innovation can shape lottery’s growth path.

By Brightstar

Published December 16, 2025

Understanding what consumers want—and where they’re headed—is essential for the lottery industry’s continued growth. Brightstar Lottery, in partnership with research firm Foresight Factory, conducted a multi-country study that explores how both lottery players and the general public are engaging with retail technologies, with a particular focus on payment ecosystems. (To read the report, please see the link at the end of this article.)

“Payment isn’t just a transaction anymore—how people purchase something is part of the overall retail experience,” says Michelle Carney, Vice President of Global Lottery Marketing at Brightstar. “Consumers are making choices about how they pay for goods based on convenience, trust, and how seamless that experience is.”

The study highlights how payment innovations outside the lottery sector have reshaped consumer behavior—and how lotteries can adapt to those preferences.

Brightstar’s research includes insights from both players and non-players, helping lotteries understand current trends and anticipate future needs. The findings help to ensure that Brightstar’s strategic planning and product development are aligned with consumer preferences. In recent years, for example, the company has applied research insights to enhance its self-service machines and retail terminals, helping lotteries reach audiences who may not carry cash or who are new to lottery play.

“The findings from this research could also inform broader regulatory and stakeholder conversations, such as those happening within state governments, to provide context on payment trends,” Carney notes.

Brightstar initiated and steered the study, fielded during the first quarter of 2025, identifying the topics and questions most relevant to lottery’s evolution—from cashless payments and mobile promotions to emerging retail formats. “Foresight Factory brought their expertise in defining the larger trends, and we brought the strategic lens to align the research with the realities and possibilities of the lottery business,” says Gerard Caro, Brightstar Senior Director Market Research.

 Topics covered by the study include:

• Current and future payment methods

• The use of in-store technologies

• Omnichannel shopping behaviors

• Interest in online lottery and courier services

• Openness to AI and automation tools.

“What really stands out is how interested weekly lottery players are in new payment and tech offerings,” observes Caro. “We found that regular players demonstrate a high level of understanding about budding technologies (see graph). This challenges some conventional beliefs and could point to who the players of the future will be.”

Presented as a downloadable, two-part whitepaper, “Pay, Play, Progress: Changes in Payment and Retail Preferences for Lottery," the research also taps into Foresight Factory’s specialty in forecasting to produce two forward-looking prediction models about the future of lottery engagement, to help the industry look beyond current attitudes and behaviors.

Part 1: Modern Payment Trends in Lottery

Part 1 of the whitepaper provides data and analysis on consumers’ interactions with the increasingly diverse payment landscape:

• It explores how lotteries can meet demand across diverse payment options.

• Highlights the role of weekly players in driving adoption.

• Reveals strong interest in dedicated lottery wallets—62% of weekly players expressed interest.

• Indicates where lottery players and general consumers have an appetite for flexibility and experimentation.

Part 2: Retail Channel Innovation & Access

The second half of the whitepaper shifts the focus to the future of the lottery retail experience, analyzing how emerging technologies and evolving consumer expectations are reshaping the path to purchase:

• The Automation vs. Human Dilemma: How to strike the right balance between the efficiency of self-service and the trusted value of human interaction.

• In-Store Technology: How omnichannel strategies and digital touchpoints are creating more tailored and engaging retail environments.

• The Online Lottery Opportunity: Data-based insights into player interest in buying tickets online and sharing personal information for added convenience or promotions.

• The Era of Hyper-Convenience: How automated purchases, AI-driven game suggestions, and personalized promotions could keep lottery play aligned to players' interests.

Read the Report

Brightstar’s ongoing investment in consumer research helps lotteries stay ahead of the curve. By grounding innovation in data, the company equips its partners to connect with today’s players—and tomorrow’s.

To download your copy of the whitepaper, visit: brightstarlottery.com/WhitePaper2025