Insights · iLottery AtlasBeta

The iLottery market, mapped

Where lotteries sell online, how fast eInstants grow, what players get back and who builds the games. Compiled from lottery lobbies, game rules, annual reports and public records, with a confidence grade on every figure.

By Adam Fonsica · Data retrieved 24 Oct 2026 · How it's built

The 177 lotteries in the register, country by country

Colour by
  • eInstants online
  • Other games online
  • Planned
  • Not online
  • Not in the register
  • 2026 deal or launch
Country

A country takes the colour of its furthest-along lottery. Map: Natural Earth.

Show all lotteries
LotteryCountry or stateRegionStatus
Lotteries in the register
177
Online lobbies read
59
eInstant listings catalogued
4,362
Verified studios
20

01Who sells online

13 US jurisdictions sell eInstants online. The four biggest lotteries do not.

The jurisdictions that sell eInstants today accounted for a third of all US lottery sales in FY2024: $35.5 billion across every product. California, New York, Florida and Texas sold the same amount again, $35.5 billion, and none of them offers eInstants online.

North America by online status

Select a state or province. Select a platform to see where it runs.

  • eInstants online
  • Other games online
  • Planned
  • Not online
  • No state lottery

Top row: CanadaBelow: United States

Selected

Pick a tile to see the lottery, its platform, when eInstants launched and its FY2024 sales.

iLottery platform

Status checked 22 Oct 2026. FY2024 sales are total lottery sales, all products, compiled by gamblingatlas.org from annual reports. Launch dates from lottery and trade press.
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State or provinceLotteryStatusPlatformeInstants sinceFY2024 sales

02Growth

In Kentucky, Georgia and Virginia, eInstant sales roughly tripled in three years

From FY2022 to FY2025, eInstant sales grew 3.5 times in Kentucky, 2.8 times in Georgia and 2.6 times in Virginia. North Carolina, which launched in November 2023, sold $2.6 billion in its first full year. Pennsylvania and New Hampshire grew more slowly, and Michigan shrank.

eInstant sales by lottery and fiscal year

Virginia Lottery

Online instant ticket sales, USD

Fiscal years ending in June (Michigan: September). Hollow points are grade C (a single secondary source) or a partial first year. Metrics differ between lotteries, so compare the shape and the multiple, not the levels.
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LotteryMetricFiscal yearUSD mGrade

−30%

Michigan, since its FY2021 peak

eInstant net win peaked in FY2021, the year the state opened online casino in January, and was 30% lower by FY2025.

Source: Michigan Lottery annual report (opens in a new tab) · casino launch: Michigan Gaming Control Board (opens in a new tab)

−11%

Atlantic Canada, 2025/26

Digital instant revenue fell while the lottery's wider iGames business grew. The annual report points to fewer launches and players moving to casino.

Source: Atlantic Lottery annual report (opens in a new tab)

In the UK, digital instants are now a third of all instant sales

The National Lottery, Interactive Instant Win Games as a share of all instants (scratchcards plus digital), calendar years

Grade A. Source: Gambling Commission, National Lottery sales data released under FOI (opens in a new tab)
Show the table
YearDigital instants, GBP mShare of all instants

03Payouts

A Swedish eInstant pays back 50%. A Pennsylvanian one pays back 89%.

Across the 27 lotteries that publish return to player (RTP) for at least five eInstants, the median game pays back between 50% and 92% of what is staked. All eight North American lotteries have a median of 78% or more. In Europe, only Italy has a median above 74%. For a studio, that means a different maths model in almost every market.

Return to player by lottery

  • Median, North America
  • Median, Europe and Asia-Pacific
  • Middle half of games
  • Lowest to highest game
RTP published for 1,725 of 4,362 catalogued listings. Lotteries with fewer than five listings with a published RTP are left out, and medians that rest on few games, such as Loto-Québec's ten, are less certain. Source: each lottery's game rules and lobby data.
Show the table
LotteryRegionGamesMedianMiddle halfRange

How far a budget goes

On average, when every win is staked again until the money runs out

Lottery
20
  • North America
  • Europe and Asia-Pacific
Expected values at each lottery's median RTP: the games played are the budget divided by the share the lottery keeps (100% minus RTP). A budget of 20 buys 20 games at the start. Single sessions vary widely around these averages.
Show the table
LotteryMedian RTPTimes the budget is staked

What it means: the gap is wider than the percentages suggest. When every win is staked again, the same budget buys about 4.5 times as many games in Pennsylvania as in Sweden.

04Studios

Three studios make 88% of the attributed eInstants in North America

IWG, NeoGames and Brightstar together account for 88% of live titles where the studio is known. In the Nordics, Fennica Gaming alone makes more than half. The picture is a count of games in the lobby, not of sales.

Share of live titles by studio

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RegionStudioLive titlesShare

Widest reach

Lotteries where the studio has live eInstants

    Titles are not sales

    Where wagers per game are public, the shares move. IWG's share of Michigan's eInstant wagers, against NeoGames:

    • IWG
    • NeoGames

    A game live at three lotteries counts three times. Studios are identified from lottery feeds, game rules and supplier releases; where none of these names the studio, the game is left out of the shares. In the Nordics, Fennica's share includes Norsk Tipping titles identified from their game codes.

    05Launch curve

    Most eInstants sell best in their first month

    Michigan published sales for every eInstant from 2019 to 2021. Of 64 games launched in that window, 42 peaked in their launch month and 61 within two months. Three months in, the typical game sold 28% of its peak. After a year, 12%.

    Monthly wagers as a share of each game's best month

    • Median game
    • Middle half of games
    Months since launch. Source: Michigan Lottery monthly game reports, January 2019 to October 2021, checked against the lottery's audited annual report (FY2020 within 1.7%).
    Show the table
    MonthMedianMiddle halfGames

    What it means: a lobby lives on its release calendar. Most of a game's lifetime sales arrive early, so the cadence of new titles matters as much as the hit rate.

    062026 moves

    Platforms and content: what changed in 2026

    Contract awards, renewals and launches from public sources, newest first. Fennica Gaming stands out, with new eInstant deals in Québec, Estonia and Italy.

    2026, month by month

    • Platforms
    • Content
    • Markets

      07The data pack

      The atlas is free. The data behind it is available on request.

      Lotteries, studios, platform suppliers and investors use game-level data to price games, plan portfolios and size markets. The full dataset comes as a data pack with a briefing, or as part of an advisory engagement.

      4,362

      Listings

      Every eInstant listing in 59 online lobbies, 3,311 unique titles: price points, top prize, RTP, studio, mechanics and source.

      937k

      Prize-table rows

      Prize tiers and odds parsed from published game rules.

      Daily

      Lobby scans

      New games, removals and lobby movers, scanned every day since October 2026.

      145

      Sales data points

      eInstant and iLottery sales back to 2015, each with its source and grade.

      30

      Contracts and market events

      Platform and content contracts with terms, extensions and status, plus related market events.

      3,158

      Game-months

      Michigan's per-game sales, 2019 to 2021: launch curves, lifetimes and provider shares.

      GameLotteryStudioPriceTop prizeRTP

      4,359 more listings in the data pack

      Request the data pack Book a market briefing

      Everything in the pack comes from public sources. Every row carries its source link, retrieval date and confidence grade, so it can be checked.

      08Method

      How the atlas is built

      Sources

      Lottery lobbies and game rules, read from each lottery's public website or feed. Annual reports, financial statements and public records, including freedom-of-information releases. Procurement records and press releases from lotteries and suppliers. Country shapes from Natural Earth, via world-atlas.

      Confidence grades

      • ARead from the lottery's own source and archived.
      • BOfficial figures via a compilation, or the supplier's own release.
      • CA single secondary source, such as trade press.
      • DDerived or estimated. Not used for any sales figure on this page.

      Limits

      The studio is identified for 76% of listings and RTP is published for 40%. Sales metrics differ between lotteries, so levels are not compared across states. Daily lobby scans began in October 2026.

      We read what lotteries publish. We do not log in, get around blocks or ignore robots.txt.

      Adam Fonsica is co-founder of Random State, an eInstant studio. The atlas uses public sources only and treats every studio the same way.

      Spotted an error? Email adam@fonsica.se and it will be corrected. Beta, built 24 Oct 2026.

      Need a view on a specific market?

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