Research on the Developing Strategies for the Toto in China

Based on the current reality of both the economy and lottery industry in China, this paper analyzes various factors that affect the sales of the Toto in China and their roles from the quantitative point of view by using related research theories and ideas. Comparing with other lotteries, the selling of the Toto is more sensitive to the economic level, whose overall effect is positive; other factors such as education level and proportion of male population also have positive effect on its selling distinctively; the selling of the Toto will increase significantly during the World Cup year, but there is no significant relationship between the its selling and the level of provincial football; the decline in the rate of the public funds on Toto will negatively affect the total sales of Sport Lottery; Internet Selling Channel will positively affect the sales of the Toto in spite of a small effect. The timing of both the issuance of the Chinese Football Association Super League Toto and the Horse Racing Lottery is not yet mature in China. In light of the experience from the development of sports gambling in representative countries and areas, and from the perspective of overall social welfare, this paper puts forward the following suggestion. Under the circumstances that “the rate of public funds on Toto remains stable remains stable” and “internet selling channel continues to be banned”, the betting object of the Toto should continuously focus on the high-level matches in European and American, and explore Toto targeting on neighboring countries race and on other tournaments; eliminate outdated types, adjust the structure of traditional Toto kind; propagate Beijing Toto to whole China; increase the prize capping limits, and carry out marketing activities during mega events. In particular, it is necessary to design the odds that are suitable for the psychology of Chinese bettors. At the same time, China Sports Lottery Center should bring the elements of operating marketization into the basis of supervisory administration, coordinates its relationship with various aspects; and cooperate with various government departments, academia, and the international lottery industry.