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Income from bets and lotteries
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1) Briefly about the main thing
Ireland is one of the most "dense" betting markets in Europe: high penetration of mobile betting, a strong culture of horse racing and GAA (Gaelic sports), as well as the massive National Lottery. Sector revenues are made up of gross revenue from games (GGY/GGR) in betting and lottery financial flows (ticket sales → prize pool → transfers to socially useful purposes, operating expenses and taxes).
2) How to count income: basic formulas
Betting (bets):- Turnover/Handle = sum of bets placed.
- Player payouts = winnings.
- GGY (Gross Gaming Yield) = Handle (similar to GGR).
- The operator's income is additionally adjusted for bonuses, returns, promotions and risk management costs.
- Ticket sales/Instant = gross sales.
- Prizes to players = set share or by draw matrix.
- "Good Causes" means a fixed/targeted share after prizes and operating expenses.
- Operating expenses = ticket printing/distribution, IT, marketing, salaries, retail commissions.
- Taxes and fees = according to current legislation.
3) Betting revenue: online and offline
Income structure
Online betting: the main driver of GGY due to live lines, "same-game parlays," deep personalization and seamless payments.
Retail PPP/betting shops: stable channel with peaks on GAA/rugby/football racing and match days; income depends on the geography of the points and the local fan base.
Seasonality and food mix
The peaks are at Cheltenham Festival, Irish Derby, Six Nations, Premier League top matches and GAA finals.
The growth in the share of live and micro-bets expands the margin (on average in the markets - higher than in the prematch), but increases the burden on risk and trading.
Data template (wildcard):- Handle, online: [€] → Payouts: [€] → GGY online: [€]
- Handle, offline: [€] → Payouts: [€] → GGY offline: [€]
- Total GGY rates: [€]
- Average margin (online/offline): [%/%]
Taxes and fees (betting)
Rates of tax on rates/revenue and fees for intermediaries (exchanges/sweepstakes) apply.
For the correct layout, indicate: type of taxation (from turnover or GGY), rate (s), base, reporting period and share of industry contributions to Responsible Gambling: [description + %/€].
4) National Lottery revenues
Channels: circulation games (Lotto, etc.), instant scratches/instant, weekly/seasonal circulations, online sales through the official portal/applications and wide retail.
Sales breakdown (typical logic):- The prize pool for players is the largest article.
- Good Causes - transfers to socially useful projects (culture, sports, health, etc.).
- Commissions to retail - motivation of points of sale.
- Operating expenses - printing, logistics, IT, marketing, personnel.
- Taxes and payments to the state - according to the current rules.
- Total lottery sales: [€]
Prizes to players: [€] ([% of sales])
Good Causes: [€] ([% of sales])
Retail commissions: [€] ([%])
Operating expenses: [€] ([%])
Taxes/other payments: [€] ([%])
Load "€ per adult" per year (per-capita spend): [€]
Online lottery sales share: [%]
Key lottery revenue drivers
Online growth and convenience of regular subscriptions/auto purchases.
Record jackpots and media reasons.
Retail economy (coverage and size of commissions).
5) Total revenues and fiscal effect
Integral picture (template):- GGY bets (online + offline): [€]
- Net lottery income for "Good Causes": [€]
- Total sector tax revenues (valuation): [€]
Betting/gaming revenue taxes: [€]
Corporate taxes/VAT by chain: [€]
RG licences/fees/earmarks: [€]
Where the money goes
State budget (taxes, fees).
Community funds (via lottery).
Employment and multipliers (media, sports rights, events, fintech).
6) Channels and Unit Economics
Online betting: CAC depends on sports seasonality and advertising restrictions; LTV is growing due to personalization and cross-selling in casinos.
Retail betting: EBITDA is sensitive to rent and salaries; marketing load is lower, but traffic is more volatile.
Lottery: Predictable regular buys + surges at super jackpots; the strong role of retail and push subscriptions online.
7) Risks to income
Regulatory: restriction of advertising/sponsorships, strengthening of KYC/AML and RG tools → increase in compliance costs, possible margin correction.
Macro/household income: inflation → sensitivity to the frequency of ticket purchases/micro-bets.
Technology and anti-fraud: transaction monitoring costs, fighting bots/multi-accounts, data protection.
Reputation: marketing tone, jackpot transparency, frequency caps.
8) Trends 2025-2030
The online channel dominates GGY's gains: live, bet constructors, micro bets, instant payouts.
The lottery is more active in monetizing online subscriptions, personalizing scratches and experimenting with digital instant products.
Data & AI: more accurate risk scoring, responsible limits, dynamic segmentation of offers.
ESG and Responsible Gambling become part of product communication and a condition for access to media inventory.
Integration with sports: from simple sponsorship to educational and RG content.
9) Editorial tables (ready-made layouts)
Table A - Betting, Revenue and Taxes
Table B - Lottery, Distribution of Sales
Table C - KPIs per Adult
10) Methodology and notes
Use the latest available annual reports of the regulator/operators and auditors; for interannual comparison, normalize periods (calendar vs fiscal year).
For bets, distinguish between margin (hold) and GGY at the product level (football, horse racing, live/prematch).
For the lottery, match sales and transfers to Good Causes: sales growth is not always proportional to transfers (depending on the matrix of prizes and expenses).
When publishing, specify the date the data was updated and the source (without external references - short text).
TL; DR
Betting revenues in Ireland are generated by online and retail GGY, based on sports and live products; the lottery brings scale through stable sales and transfers for socially useful purposes. Until 2030, growth will come from online, personalization and instant payments, and margins will be influenced by stricter compliance and ESG/Responsible Gambling.