Postcode Lottery Group

What Postcode Lottery Group does

Postcode Lottery Group is the Amsterdam-headquartered international operator of charity lotteries owned by Novamedia B.V. and ultimately controlled by the non-profit Novamedia Foundation (established 2017). The Group runs subscription-based lottery products in five European countries — Nationale Postcode Loterij and VriendenLoterij in the Netherlands, Postkodlotteriet in Sweden, People's Postcode Lottery in the United Kingdom, Postcode Lotterie in Germany, and Postkodelotteriet in Norway — using a proprietary format in which players' postal codes serve as their ticket and entire neighbourhoods win collectively.

The core platform is the postcode-lottery mechanic itself, a Novamedia-owned concept that combines a recurring subscription product with a community-based prize structure. The Group layers on ancillary funding programs (the Dutch Dream Fund, neighbourhood funds such as Buurtfonds and Grannskapsinitiativet, the UK Community Programme Trusts, and DOEN Participaties for sustainable start-up investments) that channel a large share of subscription revenue to registered charities and social enterprises.

Commercially, Postcode Lottery Group generates revenue from monthly player subscriptions across its five markets — reaching 15.3 million players and €2.8 billion in 2025 revenue (a record), of which a record €1.0 billion was distributed to charities and good causes. Distribution is direct-to-consumer via country-specific websites, supplemented by country-specific social media channels, ambassador-led PR (including George Clooney, Bill Clinton, David Attenborough and Nadia Murad), and charity galas. In April 2024, the Group integrated the Dutch Lotteries into a unified international structure with a single Supervisory Board, and in 2025 it completed a major Group-wide rebrand to consolidate identity across markets.

Name

Postcode Lottery Group

Legal name

Novamedia B.V.

Website

https://www.postcodelotterygroup.com

Company type

Private

Operating status

Operating

Short description

Postcode Lottery Group (Novamedia B.V., Amsterdam) operates subscription-based charity lotteries in five European countries (NL, SE, UK, DE, NO) using a proprietary postcode-as-ticket format, distributing a portion of player subscription revenue to 500+ long-term charity partners.

Ownership category

akta.pro rank

Product category

Charity Lottery Services

NAICS

Grantmaking and Giving Services (81321), Other Grantmaking and Giving Services (813219)

akta.pro primary industry

Lottery Operators (Government & Private Licensed) (MPAEAFAA)

akta.pro secondary industries

Draw-Based Lottery Management (Number Games, Keno as Lottery) (MPAEAFAE), Lottery Beneficiary/Fund Administration & Grant Management Services (MPAEAFAN), Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD)

Keywords

• Charity lottery services
• Lottery subscriptions
• Community lottery gaming
• Charitable fundraising
• Social impact gaming

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Lottery Subscriptions: Monthly subscription-based lottery tickets sold to players in 5 European countries. Players pay recurring fees for monthly chances to win prizes, with significant portions of revenue directed to charitable causes.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Postcode Lottery Group operates subscription-based charity lotteries in five European countries (Netherlands, Sweden, United Kingdom, Germany, Norway). Players subscribe to monthly draws where their postal code serves as the ticket number, so entire neighbourhoods win together. A significant portion of subscription proceeds is donated to registered charities and social initiatives, with €15.5 billion raised for good causes since the first Dutch lottery launched in 1989.

Product overview

Postcode Lottery Group is a parent organization operating charity lotteries across five European countries (Netherlands, Sweden, United Kingdom, Germany, and Norway) under multiple brand names including Postcode Loterij Nederland, VriendenLoterij, Postkodlotteriet Sverige, People's Postcode Lottery, Postcode Lotterie Deutschland, and Postkodelotteriet Norge. The organization combines a lottery platform with charitable giving, using postcodes as ticket numbers so neighbours win and give together. Supporting the lottery operations are various funding programs including the Dream Fund for innovative large-scale projects, neighbourhood funds (Buurtfonds in Netherlands, Grannskapsinitiativet in Sweden, and Community Trusts in UK), and the DOEN Foundation for sustainable innovation investments. In 2025, the Group achieved a major rebrand introducing a unified visual identity across all markets.

Differentiator

Problem solved

Functional benefit

Brands

• People's Postcode Lottery: UK-based postcode lottery brand operated by Postcode Lottery Group
• Nationale Postcode Loterij
• Svenska Postkodlotteriet
• Deutsche Postcode Lotterie
• Postkodelotteriet Norge

Products and services

• Postcode Loterij Nederland (Dutch Postcode Lottery)
• VriendenLoterij Dutch charity lottery focused on supporting art and culture, with players having raised over €2.7 billion for cultural institutions and museums.
• Postkodlotteriet Sverige (Swedish Postcode Lottery) Swedish Postcode Lottery celebrating its 20th anniversary in 2024/2025, operating a subscription-based postcode lottery that raises funds for Swedish charitable causes.
• People's Postcode Lottery (United Kingdom) UK-based postcode lottery celebrating its 20th anniversary in 2025 and surpassing 5.2 million subscriptions, with players supporting hundreds of UK and international charities.
• Postcode Lotterie Deutschland German Postcode Lottery exceeding two million active monthly subscriptions, using the same postcode-based format to raise funds for charitable causes in Germany.
• Postkodelotteriet Norge Norwegian Postcode Lottery preparing for its next phase of development with a new long-term permit, operating the postcode-based subscription lottery to support Norwegian charities.

Quantifiable outcome

• €15.5 billion total raised for good causes since 1989
• +3 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and flagship.

• Clinton Global Initiative (CGI)coreStrategic or Co-development Partner · 24 September 2024Long-term partnership since 2005. CGI is a community of doers founded by President Bill Clinton. Postcode Lottery Group is one of CGI's longest partners, presenting awards at annual meetings and supporting CGI's commitments to action.
• National Geographic Pristine SeasflagshipStrategic or Co-development Partner · 24 September 2024Awarded $1.6 million to support marine protection worldwide. Pristine Seas works to protect vital ocean places through research, community engagement, policy work, and media. Has helped establish 28 marine reserves spanning 6.6 million square kilometers.
• Stichting DOENcoreStrategic or Co-development PartnerFoundation set up by Dutch Postcode Lottery to support pioneering sustainable and social enterprises. DOEN Participaties is its investment fund, biggest impact investor for sustainable start-ups in the Netherlands with 50 equity investments and 18 fund investments.
• Bill ClintonflagshipOthersFormer US President Bill Clinton serves as international ambassador of Postcode Lotteries since 2005. Presented the Postcode Lottery Group award at CGI 2024 Annual Meeting.
• George ClooneyflagshipOthersActor and human rights activist, international ambassador of Postcode Lotteries since 2019. Previously received Postcode Hero award with wife Amal for human rights work through Clooney Foundation for Justice.
• David AttenboroughflagshipOthersSir David Attenborough named Postcode Hero by Postcode Lottery UK in June 2020 in recognition of his environmental work.
• Dr Denis Mukwege FoundationcoreStrategic or Co-development PartnerReceives annual contribution of €900,000 from Postcode Lottery. Foundation promotes the holistic care model for victims of wartime sexual violence and fights against sexual violence as a weapon of war.
• Nadia MuradflagshipOthersNobel Peace Prize winner 2018, human rights activist, and international ambassador of Postcode Lotteries. Founder of Nadia's Initiative focusing on survivors of genocide and sexual violence.
• Neighbourhood TrustcoreStrategic or Co-development PartnerUK community trust supporting local initiatives making a difference for people and planet. One of six community programme trusts in Britain offering funding to good causes.
• SolidaridadcoreStrategic or Co-development PartnerReceived €12.7 million from Dutch Postcode Lottery Dream Fund for five-year climate-smart agriculture program supporting 100,000 smallholder farmers in Colombia, Nicaragua, Uganda and Kenya.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Allwyn (formerly Camelot Group): Allwyn operates the UK National Lottery and has acquired lottery operations across Europe and North America. It is the most direct functional peer to Postcode Lottery Group in terms of running large-scale, multi-jurisdictional lottery operations with a charitable/fundraising orientation in the same European markets.
• La Française des Jeux (FDJ): FDJ is the French national lottery operator, recently IPO'd, with a comparable portfolio of draw-based lottery games, scratch games, and sports betting. FDJ competes with Postcode Lottery for the same European lottery consumer wallet and serves as a benchmark for European lottery operator economics.

Regional players

• Norsk Tipping: Norwegian state-owned lottery and gaming operator that competes directly with Postkodelotteriet in Norway. Comparable because both operate draw-based lottery products in the same Norwegian market under similar regulatory frameworks and channel proceeds to charitable causes.
• Svenska Spel: Swedish state-owned lottery and gambling operator competing directly with Postkodlotteriet in Sweden. Comparable in product category (draw-based lotteries) and market, with analogous charity-funding obligations under Swedish regulation.
• Nederlandse Loterij (Staatsloterij): Dutch state-owned lottery operator including the Staatsloterij and other draw-based games. Operates in the same Dutch market as Postcode Loterij Nederland under similar regulatory oversight and is the principal domestic competitor.

Emerging players

• Lottoland: Online lottery courier/broker that allows customers to bet on the outcome of official lottery draws worldwide. A direct adjacent competitor to Postcode Lottery's digital subscription model, particularly for price-sensitive consumers seeking instant access to multi-jurisdictional lottery jackpots.
• Jackpot.com: Digital-native online lottery operator offering draw-based and instant games across multiple European markets. Comparable to Postcode Lottery Group's online subscription channels and represents the digital-first competitive threat to traditional subscription lotteries.
• TheLotter: Online lottery messenger service that purchases official lottery tickets on behalf of customers worldwide. Comparable to Postcode Lottery's online subscription model in offering remote access to draw-based lottery products, with a broader geographic reach but different consumer acquisition model.

Broad incumbents

• International Game Technology (IGT): Global lottery technology and services provider powering state lotteries in the US and internationally. Comparable as a peer through its lottery systems, instant ticket printing, and operator-services businesses, though it sells B2B infrastructure rather than competing directly for players.
• Lottomatica (Flutter Entertainment): Italian lottery operator and Flutter Entertainment subsidiary running the Italian lottery concession. Comparable in scale and product category to Postcode Lottery's government-licensed lottery operator business, though focused on a single (Italian) market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/postcodelotterij
• Facebookfacebook.com/postcodeloterij
• LinkedInlinkedin.com/company/postcodelotterygroup
• Instagraminstagram.com/postcodelotteryuk
• TikToktiktok.com/@postcodelotterij

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Postcode Lottery Group