The second chapter of the EveryMatrix Lottery Report 2026 ranks 28 European lotteries by online visibility, with Veikkaus taking first place. The study also finds that lotteries outperform private gambling operators in several regulated markets.

• Online visibility: Veikkaus leads the July/August 2026 ranking, followed by OPAP and Szerencsejáték. Together, the three account for 33% of total measured visibility among the 28 lotteries analysed.
• Mobile traffic: Mobile devices account for an average of 75% of website traffic among the lotteries analysed, according to Similarweb data.
• Social media reach ranking: FDJ leads the social media ranking, ahead of Norsk Tipping and Szerencsejáték. The top ten average around 299,000 followers/subscribers per lottery across the channels analysed. Facebook is the most widely used channel.
• Private competition: Austrian Lotteries, Nederlandse Loterij and Poland’s Totalizator Sportowy lead online visibility in their respective markets, ahead of major private gambling operators.
• Market outlook: Established lottery brands have a strong online presence, but visibility does not necessarily translate into higher revenue. Player spending and customer profiles remain important factors.

The report measures online visibility using organic search traffic, website visits and Google Trends data, adjusted for each lottery’s home-market population.

You can download the full report here.