China's lottery market posted robust growth in September 2026, with total sales rising 27.3% year-on-year to RMB67.39 billion ($10.04 billion), according to data released by the Ministry of Finance. The increase, compared with September 2025, was largely driven by a surge in sports betting activity, reflecting the ongoing impact of the 2026 FIFA World Cup.
Sports Betting Dominates Sales Growth
Sports lottery products accounted for the majority of the market's expansion, with sales reaching RMB50.82 billion ($7.57 billion) in September. Within this segment, sports betting alone generated RMB39.39 billion ($5.87 billion), representing a 73.1% year-on-year increase. Sports betting made up approximately 58.4% of all lottery sales during the month, underlining its growing significance in China's regulated lottery sector. The Ministry of Finance highlighted the FIFA World Cup's lasting influence on consumer demand for sports betting products.
Other Lottery Categories Show Mixed Results
While sports betting saw sharp gains, other lottery categories experienced varied performance. Traditional lotto products declined by 7.3% year-on-year to RMB13.94 billion ($2.08 billion), and instant lottery sales dropped 14.9% to RMB9.97 billion ($1.49 billion). Video lottery products remained a small part of the market, with sales of RMB53 million ($7.9 million). Keno was a notable exception, posting a 19.5% increase to RMB4.09 billion ($609.9 million), accounting for 6.1% of total sales.
Nationwide and Year-to-Date Growth
September's growth was seen across all 31 provincial-level regions, with Shandong, Henan, Zhejiang, and Jiangsu leading in absolute sales increases. For the first nine months of 2026, cumulative lottery sales reached RMB545.82 billion ($81.33 billion), a 14.6% rise from the previous year. Sports lottery products contributed most of this growth, with a 25.7% year-on-year increase, while welfare lottery sales declined by 7.3%.
Significance for the Industry
The latest figures confirm the central role of sports betting in driving China's lottery market expansion. For operators and suppliers, the sustained demand for sports lottery products—particularly in a year featuring a major football tournament—signals strong consumer interest and potential for further product development. Affiliates and distributors may also benefit from the segment's growth, though the declines in traditional and instant lottery products suggest a shift in player preferences that could impact marketing and sales strategies. Regulators are likely to monitor these trends closely as the market evolves.
Key takeaways
- China's lottery sales rose 27.3% year-on-year in September 2026, reaching RMB67.39 billion.
- Sports betting sales grew by 73.1%, accounting for over half of total lottery sales.
- Traditional and instant lottery products saw declining sales, while keno posted gains.
- All 31 provincial-level regions reported year-on-year growth in September.