China Sports Lottery was the largest competitor in the amusements market with 8.3% of the total share in 2018, followed by China Welfare Lottery with 6.5%. Both these organizations are operated by the Chinese government. China Sports Lottery is involved in offering lottery games including super lotto, football lottery, lucky seven and others. A portion of funds collected from the sales of the tickets is used for the welfare of people and in the development of sports facilities and infrastructure. China Sports Lottery generated a revenue of CNY 286.9 billion ($42.4 billion) for the financial year 2018.
China Sports Lottery’s growth strategy aims at increasing its lottery sales by adopting various marketing strategies. The Chinese government has entered into a two-year integrated marketing contract with an American Association Advertising Agency member, Mindshare Beijing, to launch a marketing campaign to support their lottery business with increased sales.
China Welfare Lottery was the second largest competitor in the global amusements market in 2018. China Welfare Lottery is a national legal lottery issuance and sales organization. The organization was founded in 1987, and is headquartered in Beijing, China. China Welfare Lottery generated revenues of CNY 224.6 billion ($33.2 billion) for the financial year 2018, a 3.5% increase from the previous year.
China Welfare Lottery’s growth strategy aims at generating welfare funds by introducing new lottery products. In February 2019, the organization introduced a new video ticket game for winning points and awarding gifts to the participants based on their points.
China was the second largest country among all major countries in the global amusements market and was worth $66.3 billion in 2018, nearly half of the USA’s amusements market, the largest market globally. The amusements market in China is supported by the changing lifestyles of the Chinese population with a focus on leisure and recreational activities. It is also supported by a large potential consumer base in terms of the population, and the lotteries industry in the country, which is the only legal form of gambling activities. The increased disposable income of the population of China also contributes to the size of the amusements market, which attracts investments from international players.
The competitive landscape of the global amusements market is relatively fragmented, with a large number of small players. The top ten competitors in the market made up to 29.17% of the total share in 2018. This can be attributed to the presence of local players across countries who offer gambling services according to local culture and preferences. Other major players in the amusements market include The Walt Disney Company, Sporties Group, Las Vegas Sands Corporation, Sociedad Estatal Loterías y Apuestas del Estado S.A., MGM Resorts International, Japan Takarakuji lottery, Galaxy Entertainment Group Limited, and Universal Parks & Resorts.