{"id":777035504,"date":"2025-12-03T09:24:47","date_gmt":"2025-12-03T12:24:47","guid":{"rendered":"https:\/\/focusgn.com\/asia-pacific\/?p=777035504"},"modified":"2026-04-21T16:22:47","modified_gmt":"2026-04-21T19:22:47","slug":"scratchcards-sales-rise-in-china","status":"publish","type":"post","link":"https:\/\/focusgn.com\/asia-pacific\/scratchcards-sales-rise-in-china","title":{"rendered":"The rise of scratchcards in China"},"content":{"rendered":"\n

A marketing official has commented on the shift in the Chinese lottery segment.<\/p>\n\n\n\n\n\n\n\n

China.- A marketing official at the Chinese Welfare Lottery has said that the country’s lottery segment has seen a major shift towards scratchcards. Speaking to China Daily, Chen Ziqing<\/strong> said annual sales of the Guaguale<\/strong> scratchcard brand have risen by 318 per cent in five years, reaching CNY61bn (US$8.62bn) for an average annual growth rate of 42.97 per cent.<\/p>\n\n\n\n

Scratchcards’ share of welfare lottery sales has tripled to 29.4 per cent. The official said they had filled a market gap after the phase-out of several fast-draw games. Sale were also boosted by the widespread deployment of self-service kiosks<\/strong> in high-traffic retail environments and by the rise of social media content<\/strong> featuring celebrities and influencers who livestream scratchcard play, which appeals to younger customers.<\/p>\n\n\n\n

Chen said challenges remain in terms of cost control and regulation.<\/p>\n\n\n

\n\t\t\tSee also:<\/span><\/p>\n
\n\t\t\t\t\"\"<\/p>\n

\n\t\t\t\t\tSee also:<\/span> China\u2019s lottery sales rise 6% in October<\/a>\n\t\t\t\t<\/p>\n<\/p><\/div>\n<\/p><\/div>","protected":false},"excerpt":{"rendered":"

A marketing official has commented on the shift in the Chinese lottery segment.<\/p>\n","protected":false},"author":680,"featured_media":777035508,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"is_press_release":false,"is_interview":false,"is_opinion":false,"focusai_summary":"The Chinese lottery market is experiencing a significant pivot towards scratchcards, with the Guaguale brand achieving a 318% sales increase over five years, reaching CNY61bn (US$8.62bn). This growth, driven by the phase-out of fast-draw games, strategic deployment of self-service kiosks, and influencer-led social media marketing, now sees scratchcards account for 29.4% of welfare lottery sales. Challenges in cost control and regulatory compliance persist.","focusai_entities":"Chinese Welfare Lottery, Chen Ziqing, China Daily, Guaguale","focusai_location":"China","focusai_target_profile":"ceo_executive (0.9), regulator (0.9), compliance_legal (0.8), operator_casino (0.9), affiliate_publisher (0.85), product_ux (0.85), tech_data (0.7), marketing_crm (0.9), investor_analyst (0.95), supplier_vendor (0.85), journalist_researcher (0.9)","focusai_suggestions":[{"label":"Regulatory Impact","query":"What specific regulatory adjustments or new governance frameworks are anticipated in China to address the cost control challenges and the implications of influencer marketing within the rapidly expanding scratchcard vertical?"},{"label":"Market Sustainability","query":"Given the substantial growth in scratchcard sales, what long-term strategies are being implemented by the Chinese Welfare Lottery to ensure sustainable market expansion, mitigate potential cannibalization of other gaming verticals, and optimize the ROI of self-service kiosk deployments?"}],"footnotes":""},"categories":[157,16338],"tags":[227,25023,25022,25024],"class_list":["post-777035504","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-news","category-east-asia-news","tag-china","tag-guaguale","tag-instant-lottery","tag-scratchcards"],"_links":{"self":[{"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/posts\/777035504","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/users\/680"}],"replies":[{"embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/comments?post=777035504"}],"version-history":[{"count":5,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/posts\/777035504\/revisions"}],"predecessor-version":[{"id":777035515,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/posts\/777035504\/revisions\/777035515"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/media\/777035508"}],"wp:attachment":[{"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/media?parent=777035504"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/categories?post=777035504"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/tags?post=777035504"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}