70 million new players. Jackpots six times bigger than EuroMillions.
Picture the moment a UK player sees a Powerball jackpot for the first time. They’ve grown up with EuroMillions — where jackpots top out at €250M.
Now they’re looking at Powerball hitting $1.5B+. Six times bigger. A number that doesn’t feel real.
That moment is coming for 70 million people. This summer, subject to UKGC approval, the UK joins Powerball.
The UK is projected to become the second-largest Powerball market globally, almost immediately.
Your addressable market just got dramatically bigger — and the lotteries that are ready will define the market.
More players. Bigger jackpots. More competition. Here’s where the gap opens up.
The biggest jackpot in lottery history creates demand. But demand needs somewhere to go. Lotteries need to promote those jackpots actively, ensure spend is in place to capture surges in attention, and think carefully about how they expand their player pool into a new market with its own expectations.
More players means more competition for the same audience — not just from other lotteries, but from iGaming operators chasing the same wallets. Top-of-funnel awareness investment, sharp targeting, and clear messaging will determine which lotteries win new players and which ones watch competitors do it.
Every new draw-based player is a potential Instants player. The lotteries with the infrastructure to convert first-time draw players into regular Instants customers will generate significantly more GGR over time. The engagement window between jackpots is where that conversion happens.
At this scale, smooth UX and real-time personalisation aren't optional. Lotteries that can identify high-value players early, handle demand spikes without friction, and act on player behaviour in real time will capture disproportionate share of a much larger market.
