On the internet, the term “online lottery” has two distinct meanings. On the one hand, within the context of promotional strategies, an online lottery is presented as a game of chance organized by a company to build or expand its customer database. This game involves randomly selecting winners from among registered participants, with no purchase necessary. Compared to traditional lotteries, online lotteries offer the advantage of significantly reducing implementation and administration costs.

On the other hand, the concept of an online lottery can also refer to a website whose primary activity is to regularly organize prize draws in various formats. The business model of these platforms often relies on online advertising and the monetization of user databases obtained through rental or use for performance marketing (affiliate marketing). As an example, one could cite an online lottery site that conducts random draws of winners when emails are opened.