Rome. An irreplaceable tradition in Italian customs. The Italian Lottery soars toward 8,5 million tickets sold, a 25% growth compared to 2023, yet another confirmation of how Italians - in an era of growing digitalization and products consumed ever more quickly - remain attached to the ritual of buying a ticket that can change your life.
"Habits give us security and, in this case, a non-negligible playful factor is also added. Tickets have been available since September and the rush to buy them is an element that excites those who participate", explains Susanna Fara, vice president of Eurispes, to Agipronews.
" Lottery it also has the characteristics of a collective game, even if in a certain sense it is virtually, since we know that by buying a ticket, or more tickets, a very large part of Italians will compete with us for the prizes. Even feeling part of something can represent an important factor underlying the motivations for purchasing. I also believe there is an increasingly widespread request for a return to reality, for slowness, for sharing, precisely to counter the increasingly faster ways in which technologies are occupying every space of our existence”.
ITALIAN DREAM – “The Italian Lottery has always been a point of reference for many, one of the many rites of passage from one year to the next,” he continues to Agipronews. “As for the increase in sales, it should be noted that this growth is largely attributable to those we can define as “social players” and are represented by individuals who sometimes allow themselves a moment and an opportunity for entertainment”
MARTINO EFFECT – The sales boom was driven by a sort of “De Martino effect” and the success of the Rai 1 show “Affari Tuoi”. “One of the most followed shows ever, a much-loved young host, and a ticket, the lottery ticket, which is a bit of a symbol of an Italy that hopes and believes in luck”, he underlines to Agipronews.
“From its birth to today, television remains the media par excellence in Italy: it entertains, informs and addresses a vast audience, especially that segment of the elderly population who, through habit or a lack of digital literacy, are not very familiar with the Internet and new media.
Well, I would say that this is another feature to take into great consideration. The Lottery remains the prerogative of a non-negligible portion of Italians, namely those over sixty, who are also the most faithful followers of television and the programs it offers”, concludes Susanna Fara.
Article published on 3 January 2025 - 13:34
