High and new technology and innovative marketing concepts have taken global lottery to a new height with the following characteristics:

First, there have been more co-operations among countries and regions.

Joint sale of lottery has become the trend, which allows the prize pool to grow rapidly and increases the excitement of the first prize, creating enthusiasm among players.

The application of modern science and technology in the management and operation of lottery has laid a solid foundation for the co-operation and collaboration among countries and regions. In the last decade or so, some countries have become unsatisfied with just one single lottery issuance body and issuance of one single lottery, and therefore have established higher level co-operation with other countries and regions.

Second, new media lottery represents a new area of future development in the lottery market.

As a part of the entertainment and culture sector, lottery cannot do without technology support whether in terms of increasing accessibility or enhancing the appeal of games. The new media lottery will attract an increasing number of younger players, which is set to become a new growth driver.

The Internet has provided greater room for the development of lottery. It has been reported that various lottery-related activities are now taking place on the Internet. In the longer term, the Internet will have the following implications on the lottery industry: enlarge the lottery market by providing new opportunities and different forms sales; foreign lottery will create more direct and stronger competition; smaller lottery operators will be made less competitive; countries will join one another to issue international lotteries.

With the increased popularity of smartphones and the booming development of the internet, mobile terminals have become the focal point of the global lottery market. Even though it is in its infancy, mobile lottery terminals represent an area of massive growth potential. The gradual reduction of barriers to mobile terminal payments will further drive the development of mobile lottery.

Third, the lottery industry and the mass media have become more closely associated with each other, providing room and prospect for business integration.

On the one hand, lottery business has more focal points and hence creates audience for the media.

On the other hand, lottery business has to rely on the media for executing better promotion and marketing strategy.

Fourth, enhancement of public image.

Winning people's trust is a crucial basis for the continued development of lottery, because first of all, the funds received from issuance of lottery are taken from the people and therefore should be used for the people; secondly, the lottery business is highly regulated and managed to ensure participants are treated equally and their legitimate interests are protected.

Along with economic development and social progression, the lottery business has continuously sought to improve its public image. In terms of impartiality, the countries are improving their laws and regulations as an ongoing effort to ensure the lottery is impartial, charitable and legitimate. Many countries have made their laws and policies to prohibit lottery operators from engaging in lottery draw activities.

In addition, the setting of winning probabilities, determination of winning, allocation and use of lottery funds, etc., have been clearly set out in the laws and regulations.

Constantly applying modern advanced technology to the management of lottery to achieve transparency, fairness and impartiality has become an important part of the joint efforts of global lottery industry. Automation has dealt with accidental faults as well as willful manipulations arising from manual operation.