Feasibility studies for emerging lottery markets are usually written either by a vendor hoping to supply the platform, or by a general management consultancy applying a template built for a different industry. Neither reliably answers the questions that decide the outcome: what disposable income actually supports at this price point, how collection and prize payout will work where card penetration is thin, and what the regulator will and will not license.
Africa and Latin America are where this practice is strongest, and they are exactly the markets the global vendors research least.
Market sizing built bottom-up from population, income distribution and retail density rather than top-down from regional averages; regulatory and licensing mapping including the practical route to a licence; payment and settlement design for the market as it actually operates; competitive and informal-market assessment; and a sized, phased entry plan with the investment case and the conditions under which the honest answer is not to proceed.
- Bottom-up market sizing with stated assumptions and sensitivities
- Regulatory and licensing map, with the practical route and likely timeline
- Payment, collection and prize payout design for the market
- Competitive and informal-market assessment
- Phased entry plan and investment case, with a clear no-go recommendation where warranted
If that is what the numbers say, yes, and it is written into the engagement that a negative finding is a valid deliverable. A study that can only conclude proceed is not worth commissioning.
Yes. Output is structured so sections can be lifted into a licence application or tender response, with assumptions stated on the face of the document so a regulator can interrogate them.
Part of our lottery consulting services.
Entering a new lottery market is one of the highest-stakes decisions an operator or investor makes: the licence, the regulator, the payment rails, the retail landscape and the competition all differ by country, and a misread on any of them is expensive. Lotto Edge Consulting provides independent market-entry and feasibility advice for operators, investors and licence applicants moving into new territories — with particular depth across Africa, Latin America and Europe.
What market entry and feasibility covers
- Feasibility study — market size, structure and realistic revenue potential for the games and channels you are considering.
- Regulatory mapping — the licensing regime, the regulator, the obligations and the route to authorisation in the target market.
- Competitive and channel analysis — who already operates, through which channels, and where the genuine opening is.
- Payments and infrastructure — the payment methods, KYC realities and infrastructure that shape what is actually possible.
- Entry strategy and roadmap — the route in, the partnerships and the sequence that de-risks the launch.
How we approach it
We answer the question you are actually asking: is this market worth entering, and if so, how? That means a grounded feasibility view rather than an optimistic forecast, an honest read of the regulatory route, and a competitive picture drawn from how the market really behaves. The global vendors rarely write serious, country-specific analysis for emerging markets; we do, because that is where much of the genuine opportunity now sits.
Typical deliverables
- Market feasibility study and revenue view
- Regulatory and licensing map for the target market
- Competitive and channel analysis
- Payments and infrastructure assessment
- Market-entry strategy and launch roadmap
Who this is for
Operators expanding into new countries, investors evaluating a lottery opportunity, and licence applicants who need a credible feasibility and regulatory picture to support a bid or a board decision.
Common questions
Do you produce formal feasibility studies?
Yes — a grounded feasibility view covering market size, regulatory route, competition and realistic revenue, suitable for board or investor decisions.
Which markets do you cover?
We have advised across Africa, Latin America and Europe, and can support entry work in new territories including regulatory mapping and payment integration.
Are you independent of operators and vendors in the market?
Yes. Our feasibility and entry advice is independent, so the picture we give you is the real one, not one shaped by a vendor’s or incumbent’s interest.
Related reading: Entering a New Lottery Market: A Practical Checklist.
Is this the engagement you need?
Describe the decision in front of you and you will get a straight answer about fit, including when this practice is not the right one.