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The Lottery of the Future: How Digital Technology Will Transform Experience and Impact
Growing demands for businesses to demonstrate that they are purposeful, accountable and worthy of trust will combine with new digital technologies to transform the experience and impact of lotteries in the coming decade, according to a new report published by Allwyn, the leading multi-national lottery operator. Global lottery sales are expected to grow to more than half a trillion US Dollars by 2035, and by more than 40% compared with 2025, according to H2 Gambling Capital.
Working with The Future Laboratory, a strategic foresight consultancy, Allwyn has produced the industry’s first in-depth analysis of the future lottery experience. In The Future of Lottery: A Game for Change, experts say that lotteries are well positioned to meet the expectations of the consumers of 2035.
The emphasis on social responsibility, transparency and meaning from younger adults will see lottery brands double down on their commitment to supporting socially driven causes and responsible gaming, the report says.
“It’s impossible to ignore the power of purpose when considering how Gen Z or young millennials think about where and how they will spend their money in the future,” says Martin Raymond, co-founder of The Future Laboratory.
As digital natives, these groups will also look to brands to embrace new technological possibilities, such as augmented reality and new forms of community engagement and social play.
The report outlines a number of ways in which lotteries could innovate to improve the player experience. For example:
- Making the social impact of lotteries more visible: The use of smartphone apps, QR codes and interactive terminals can tell engaging stories about where lottery returns or taxes are directed – such as supporting investments in sports facilities, arts and cultural institutions or other types of community funding. The report says this heightened transparency could resonate with younger adult consumers’ desire for progress and activism.
- Enhancing the social dimension of game play: Younger adults who play the lottery want to do so within their social circle, sharing their experiences with others. Technology could enable new multi-player formats to promote community and a sense of camaraderie both in the play itself but also in crowdsourcing funds for specific themes or issues.
- Involving players in how lottery funds are spent: Lottery players could collaborate alongside traditional distributors of funds – even between different countries – to help decide the causes, projects or charities that are most deserving of their funds, perhaps choosing between a range of options presented digitally. Multi-national lottery operators have the opportunity to build links and communities between players and causes that transcend traditional geographic boundaries. “As lotteries become more international, they have the potential to become vehicles for achieving broader goals, such as addressing climate change or reducing social inequalities, by focusing on a coordinating a critical mass of inter-related micro solutions,” says the report.
- Using virtual worlds and augmented reality (AR): Lotteries could use virtual worlds to show players how their money is making positive contributions to make the social impact more vivid. AR could allow customers to use their smartphones to scan physical objects to reveal hidden digital lottery tickets or participate in location-based games to win prizes.
Robert Chvátal, CEO of Allwyn Group, said: “Allwyn’s success in running lotteries is because we keep innovating to meet the needs and expectations of both current and new customers. While not every prediction in The Future of Lottery report will come to pass, every word of it will act as a catalyst for us at Allwyn to keep developing lotteries to meet the demands of players in the future, thereby returning more money to governments and good causes.”
Pavel Turek, Allwyn’s Chief Global Brand, Corporate Communication and CSR Officer, said: “As regulated businesses, trust is the cornerstone of the lottery industry’s relationship with the public. As younger generations of consumers expect more from businesses, lotteries have the potential to double down on being a positive force for change in their communities over the next decade.”
Martin Raymond, co-founder and editor-in-chief of The Future Laboratory, said: “Far from a game of chance and luck, the lottery of the future has the opportunity to be a positive vehicle of change for individuals, for communities and for societies at large. Now, thanks to next-generation tech, the industry has more channels that ever to address emerging audiences – bringing the value-focused adult Gen Zs along for the journey with immersive game experiences, responsible strategies and play that has purpose at its core.”
Experts who contributed to the report include Anthony Steed, head of virtual new environments and computer graphics at University College London, Katie Hillier, chief digital anthropologist at Liiv Group and Rosanna Iacono, CEO of The Growth Activists.
The post The Lottery of the Future: How Digital Technology Will Transform Experience and Impact appeared first on European Gaming Industry News.
Boomerang Partners
Boomerang Partners highlights from iGB Affiliate Barcelona 2026: The Sports Marketing & Betting Calendar 2026 presentation, sports activations and the ‘Best Live Event Marketing Campaign’ award
From 20th to 21st January, Boomerang Partners participated in the iGB Affiliate Barcelona 2026. This event once again brought together key players of the global affiliate marketing industry, serving as a platform for strategic discussions, partnerships, and knowledge exchange. Boomerang met with current and new affiliate partners, presented its latest expert product, the Sports Marketing and Betting Calendar 2026, and reaffirmed sports as its core strategic segment. Also, the company won the prestigious ‘Best Live Event Marketing Campaign’ award at the European iGaming Awards.
Sports as a strategic focus
For Boomerang Partners, sports is a long-term strategic vertical. The company aspires to become the world’s leading sports-focused affiliate program, backed by extensive experience and deep expertise. iGB Affiliate Barcelona provided an excellent opportunity to meet with affiliate partners and discuss collaboration for the current year, which can rightfully be called the Year of Sports, thanks to the FIFA World Cup 2026, the Olympic Winter Games Milano Cortina 2026, and numerous other tournaments across various sports.
Strategy sessions and analytics at the core
Boomerang Partners traditionally attends major industry events together with representatives of its in-house analytics team. During iGB Affiliate Barcelona, the company held a series of strategic sessions with affiliate partners, focusing on traffic planning, seasonality, and campaign efficiency.
This approach allows affiliate teams to meet not only Boomerang’s affiliate managers, but also the analysts behind the company’s strategies. As a result, exhibitions like iGB Affiliate Barcelona become effective spaces for in-depth discussions and long-term planning rather than surface-level networking.
A must-have tool for sports-focused affiliates
One of the key highlights of Boomerang Partners’ participation was the presentation of the Sports Marketing & Betting Calendar 2026. This exclusive guide was introduced as both a practical analytics product and a value-driven gift for affiliate partners.
The Calendar consolidates sports schedules, traffic peak predictions, GEO insights, industry trends summary, and expert recommendations into a single framework, helping affiliate teams plan campaigns throughout the year. It can provide practical value to experienced sports-focused affiliates in shaping their strategies. Newcomers starting in the vertical will gain valuable insights into many nuances of working with sports traffic, such as the importance of tailoring campaigns to specific tournament phases (pre-event, during the competition, or post-event).
Booth concept and sports-focused activations
Boomerang Partners’ booth reflected the company’s sports-first positioning. All on-booth activities were built around sports engagement – from interactive mechanics to branded giveaways. All of this reinforced the message that Boomerang speaks the language of sports affiliates and understands their needs.
So, among all those who downloaded the Sports Marketing & Betting Calendar 2026 via QR code at the booth during the exhibition, a fully-funded trip and accommodation in Milan was raffled, including tickets to a home match of the Club at the iconic San Siro Stadium.
Looking ahead
Boomerang Partners encourages affiliate teams to stay up to date on upcoming updates and to actively use analytical tools when planning sports campaigns. Tools like the Sports Marketing & Betting Calendar 2026 are designed to help partners anticipate traffic peaks, optimize strategies, and drive sustainable growth in the sports vertical.
Darina Sharban, Affiliate Team Lead at Boomerang Partners, commented:
“iGB Affiliate Barcelona is always about quality conversations. This year, we saw strong interest from partners who already work with sports traffic and want deeper analytics to scale their campaigns. Such opportunities are provided to them by our Sports Marketing & Betting Calendar 2026.”
Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, said:
“What stood out was how many discussions went beyond campaign planning. Partners were focused on seasonality, long-term planning, and how to prepare for major sports events in advance.”
Liliia Sudachenko, Affiliate Team Lead at Boomerang Partners, added:
“Events like this allow us to align expectations. When affiliate partners see our analytics approach and tools like the Sports Marketing & Betting Calendar, conversations become much more strategic.
Well-deserved recognition
During iGB Affiliate Barcelona, the winners of the European iGaming Awards were announced. Boomerang Partners won in the category ‘Best Live Event Marketing Campaign’. In doing so, the jury rightfully acknowledged the company for its outstanding execution of the Golden Boomerang Awards ceremony at the legendary San Siro Stadium in Milan in May 2025. The event was combined with an exclusive networking and a charity auction. The participation of AC Milan Legend Andrea Pirlo, who presented awards in 11 categories, gave the ceremony a special status.
With iGB Affiliate Barcelona 2026 behind them, Boomerang Partners continues to focus on analytics, expertise, and long-term partnerships – keeping sports at the center of its affiliate strategy. Download the Sports Marketing & Betting Calendar 2026 on the company’s official website and plan your sports traffic campaigns effectively.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post Boomerang Partners highlights from iGB Affiliate Barcelona 2026: The Sports Marketing & Betting Calendar 2026 presentation, sports activations and the ‘Best Live Event Marketing Campaign’ award appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
QTech Games, the leading game aggregator for emerging markets, has announced another progressive partnership with emerging force supplier, Orbital Gaming – a cutting-edge casino game development studio, focused on delivering innovative content that blends creativity, fairness, and technical precision.
Integrating content from such a forward-thinking studio, whose portfolio already boasts over 20 games, adds yet more creative muscle to QTech Games’ burgeoning platform, which is taking the widest range of online games to emerging territories with established names, such as Evolution and Blueprint Gaming, sitting alongside the industry’s most exciting up-and-coming providers. The games made available to QTech partners via the deal are comprised of Orbital’s trademark Original PF (Provably Fair) content, with all games designed in-house from the ground up. Every game features custom-built math models, modern mechanics, and striking visual styles that keep players engaged and entertained across crash games, slots, and fast-paced instant-win formats. All titles are lightweight, and optimized for seamless performance across emerging markets, guarding against technological barriers to engagement, such as handset-quality limitations, restricted access to fast networks, or high data costs.
Valerian Chanchibadze, CEO of Orbital Gaming: “Teaming up with QTech represents a fantastic opportunity to strengthen our product distribution across emerging territories and deliver our great games to a range of top-tier partners. This deal immediately improves our reach across emerging territories, and we can’t wait to watch how our titles capture the imaginations of a swathe of new players across emerging markets.”
Philip Doftvik, QTech Games’ CEO, said: “Orbital Gaming instantly took our eye, thanks to their flair for crafting simplicity out of complexity, alongside elevating top-class game design. These are values we share. We look forward to seeing how these games perform across a spread of new markets for Orbital – showcasing their fresh, engaging content to a growing network of players, and generating more revenues for our partners.”
The post QTech Games goes Orbital with rising star studio appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Boomerang Partners
Boomerang Partners highlights from iGB Affiliate Barcelona 2026: The Sports Marketing & Betting Calendar 2026 presentation, sports activations and the ‘Best Live Event Marketing Campaign’ award
From 20th to 21st January, Boomerang Partners participated in the iGB Affiliate Barcelona 2026. This event once again brought together key players of the global affiliate marketing industry, serving as a platform for strategic discussions, partnerships, and knowledge exchange. Boomerang met with current and new affiliate partners, presented its latest expert product, the Sports Marketing and Betting Calendar 2026, and reaffirmed sports as its core strategic segment. Also, the company won the prestigious ‘Best Live Event Marketing Campaign’ award at the European iGaming Awards.
Sports as a strategic focus
For Boomerang Partners, sports is a long-term strategic vertical. The company aspires to become the world’s leading sports-focused affiliate program, backed by extensive experience and deep expertise. iGB Affiliate Barcelona provided an excellent opportunity to meet with affiliate partners and discuss collaboration for the current year, which can rightfully be called the Year of Sports, thanks to the FIFA World Cup 2026, the Olympic Winter Games Milano Cortina 2026, and numerous other tournaments across various sports.
Strategy sessions and analytics at the core
Boomerang Partners traditionally attends major industry events together with representatives of its in-house analytics team. During iGB Affiliate Barcelona, the company held a series of strategic sessions with affiliate partners, focusing on traffic planning, seasonality, and campaign efficiency.
This approach allows affiliate teams to meet not only Boomerang’s affiliate managers, but also the analysts behind the company’s strategies. As a result, exhibitions like iGB Affiliate Barcelona become effective spaces for in-depth discussions and long-term planning rather than surface-level networking.
A must-have tool for sports-focused affiliates
One of the key highlights of Boomerang Partners’ participation was the presentation of the Sports Marketing & Betting Calendar 2026. This exclusive guide was introduced as both a practical analytics product and a value-driven gift for affiliate partners.
The Calendar consolidates sports schedules, traffic peak predictions, GEO insights, industry trends summary, and expert recommendations into a single framework, helping affiliate teams plan campaigns throughout the year. It can provide practical value to experienced sports-focused affiliates in shaping their strategies. Newcomers starting in the vertical will gain valuable insights into many nuances of working with sports traffic, such as the importance of tailoring campaigns to specific tournament phases (pre-event, during the competition, or post-event).
Booth concept and sports-focused activations
Boomerang Partners’ booth reflected the company’s sports-first positioning. All on-booth activities were built around sports engagement – from interactive mechanics to branded giveaways. All of this reinforced the message that Boomerang speaks the language of sports affiliates and understands their needs.
So, among all those who downloaded the Sports Marketing & Betting Calendar 2026 via QR code at the booth during the exhibition, a fully-funded trip and accommodation in Milan was raffled, including tickets to a home match of the Club at the iconic San Siro Stadium.
Looking ahead
Boomerang Partners encourages affiliate teams to stay up to date on upcoming updates and to actively use analytical tools when planning sports campaigns. Tools like the Sports Marketing & Betting Calendar 2026 are designed to help partners anticipate traffic peaks, optimize strategies, and drive sustainable growth in the sports vertical.
Darina Sharban, Affiliate Team Lead at Boomerang Partners, commented:
“iGB Affiliate Barcelona is always about quality conversations. This year, we saw strong interest from partners who already work with sports traffic and want deeper analytics to scale their campaigns. Such opportunities are provided to them by our Sports Marketing & Betting Calendar 2026.”
Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, said:
“What stood out was how many discussions went beyond campaign planning. Partners were focused on seasonality, long-term planning, and how to prepare for major sports events in advance.”
Liliia Sudachenko, Affiliate Team Lead at Boomerang Partners, added:
“Events like this allow us to align expectations. When affiliate partners see our analytics approach and tools like the Sports Marketing & Betting Calendar, conversations become much more strategic.
Well-deserved recognition
During iGB Affiliate Barcelona, the winners of the European iGaming Awards were announced. Boomerang Partners won in the category ‘Best Live Event Marketing Campaign’. In doing so, the jury rightfully acknowledged the company for its outstanding execution of the Golden Boomerang Awards ceremony at the legendary San Siro Stadium in Milan in May 2025. The event was combined with an exclusive networking and a charity auction. The participation of AC Milan Legend Andrea Pirlo, who presented awards in 11 categories, gave the ceremony a special status.
With iGB Affiliate Barcelona 2026 behind them, Boomerang Partners continues to focus on analytics, expertise, and long-term partnerships – keeping sports at the center of its affiliate strategy. Download the Sports Marketing & Betting Calendar 2026 on the company’s official website and plan your sports traffic campaigns effectively.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post Boomerang Partners highlights from iGB Affiliate Barcelona 2026: The Sports Marketing & Betting Calendar 2026 presentation, sports activations and the ‘Best Live Event Marketing Campaign’ award appeared first on Americas iGaming & Sports Betting News.
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