The Demand For Sports Lottery: Evidence from the City of Kumasi in Ghana

Formalised sports lottery is fast becoming a craze in Ghana, especially amongst the male populace. There is however no documented research on the demand for this product as well as its effects on the population and economy of Ghana as a whole. This study sought to investigate the factors that influence the demand for sports lottery in Ghana. Based on the expected utility hypothesis, a model was constructed using a binary logistic regression to analyse the characteristics that influence the demand for sports lottery in Ghana. Four hundred respondents were employed in this study where it was realized that 92% out of the about 96% males engaged in sports lottery in Ghana were within the age bracket of 21-40 years. Furthermore, 53.6% of those engaged in sports lottery were reported to be unemployed. Price, gender, age, employment status, monthly income and whether a person has won a bet before were discovered to be significant factors of the demand for sports lottery in Ghana. The study also realized that online lotteries were such as MyBet and Supabet were the most preferred to the offline lottery offered by the National Lottery Authority. Therefore the NLA must redesign their product to meet the demand preferences of the patrons.