National Lottery sales returns to growth but money for good causes falls

Last year, there was a 1.1% decline in money set aside for good causes 

During 2024, the National Lottery generated sales of €855.7m, an increase on the €829.4m in 2023 but still well below the 2021 peak of just over €1bn. Picture Denis Minihane

The National Lottery returned to growth in 2024, seeing its overall sales increase by 3.2% compared to the previous year, but given “a larger proportion of prizes were won”, there was less money being set aside for good causes, the latest annual report from the regulator has found.

During 2024, the National Lottery generated sales of €855.7m, an increase on the €829.4m in 2023 but still well below the 2021 peak of just over €1bn. Sales of draw-based games stood at €540.1m, while scratch card and interactive instant win games generated sales of €315.6m.

Overall, €487.6m was won in prizes, up from €478.8m in 2023. However, €238.3m was transferred from the National Lottery Fund to the exchequer to support good causes, representing a slight decrease of 1.1% compared to 2023.

The amount paid to good causes has been declining each year since its peak of €289.7m in 2021.

“The annual prize pay-out percentage varies from year to year owing to changes in the mix of products sold in any given year, which in turn determines amounts generated for good causes,” the report said.

A larger proportion of prizes were won in 2024 than in the previous year, resulting in a corresponding slight reduction in the proportion earned for good causes.

The amount allocated to good causes is calculated as 65% of the difference between sales and prizes. Under regulations, on average across the portfolio of National Lottery games, prizes must be at least 50% of sales annually.

The number of retailers offering National Lottery products declined last year to 5,166, from 5,195 in 2023 while online sales rose to €155.1m from €132.2m.

During the year, there was €15.1m in expired unclaimed prizes. National Lottery winners have 90 days to claim a prize from the date a draw was held or a scratch card game ended.

After 90 days, any money from unclaimed prizes are forfeited in favour of the operator and are to be used by the operator solely for the promotion of the National Lottery within 365 days of the date on which they were forfeited.

During 2024, the regulator also subjected advertising from the National Lottery to detailed compliance reviews. Among these reviewed included the operator's first TikTok advertising campaign, the use of push notifications to mobile app users, its “Winners Stories” webpage, and the potential use of Irish Olympic athletes for promotional activity. 

“No enforcement action was required on foot of these reviews, but some further restrictions or improvements were added,” the report said.

Last year represented the 10th year the National Lottery has been run independently by Premier Lotteries Ireland (PLI), which is owned by La Française des Jeux, which also runs the French national lottery. PLI was originally awarded a 20 year licence to run the lottery.

The report said during that time, €4.8bn had been paid out in prizes, while €2.4bn has been transferred to the exchequer for distribution to good causes.

Regulator of the National Lottery Carol Boate said they were “proud of the many innovative reforms we have championed over the last decade, including securing mandatory ID verification online, creating transparency in the odds of winning in each game, and approving new format games with appropriate safeguards”.

“Our office has also been proactive in holding the operator, PLI, to account when it has breached the licence, withholding funds in serious cases, to ensure players are protected and the long-standing reputation of the National Lottery is not diminished.”