In 2024 October, (GLO) launched the N3 lottery, a three-digit game designed to combat the pervasive underground lottery market and address issues of overpricing in the official lottery system. This initiative aimed to provide a legal and attractive alternative to illicit gambling activities, thereby redirecting substantial revenue into state coffers.

However, latest data suggests that things aren’t working as per the original plan. Before looking at the flaws of the N3 lottery initiative, let’s understand why the project took off in the first place.

Reign of unregulated lotteries

The underground lottery market in Thailand is substantial, with estimates suggesting an annual market value between 100 billion and 300 billion baht. These unregulated lotteries not only deprive the government of potential revenue but also pose risks to participants due to the lack of legal protections. The Thai government introduced N3 lottery as a strategic measure to mitigate these challenges by offering a state-regulated alternative that could compete with illegal operations.

Launch and pilot phase

The pilot phase of the N3 lottery commenced on November 1, 2024, following a sandbox trial that began in October. Tickets were priced at 20 baht each, with participants selecting numbers ranging from 000 to 999. The GLO limited the initial release to 2 million tickets to gauge public interest and assess the system’s effectiveness. Sales were conducted through GLO-registered vendors across the country, ensuring accessibility for a broad segment of the population.

Lackadaisical reception

The N3 lottery’s introduction was met with a mix of curiosity and scepticism. In regions like Nakhon Ratchasima, local lottery shops reported a steady influx of customers interested in the new game. Many participants appreciated the opportunity to purchase “unlocked numbers,” a feature not typically available in underground lotteries. However, despite this initial interest, the overall participation rates did not meet the government’s expectations.

Declining participation

Several factors contributed to the N3 lottery’s struggle to gain widespread acceptance:

• Low prize value: Deputy Finance Minister Julapun Amornvivat (featured in the lead image) acknowledged that the relatively modest prize offerings failed to attract a substantial number of buyers. Participants were less inclined to invest in tickets with lower potential returns compared to underground lotteries.

• Lack of credit purchase options: Unlike underground lotteries, which often allow credit-based purchases or deferred payments, the N3 lottery required immediate payment. This lack of flexibility made it less appealing to individuals accustomed to the more accommodating terms of illegal lotteries.

• Competition with existing lotteries: Concerns arose that the N3 lottery might compete with the traditional six-digit lottery (L6), potentially cannibalising its market without effectively reducing underground lottery activities. This overlap may have confused potential participants and diluted the impact of the new initiative.

Authorities begin reassessment

As of January 2024, reports indicate the government of Thailand is already reconsidering the viability of the N3 lottery. Queries sent to Thailand’s Ministry of Finance have not elucidated any response until the time of publishing of this report.

According to , Deputy Finance Minister Julapun stated that if the N3 lottery could not effectively compete with underground lotteries and posed a risk to the conventional lottery system, its continuation would be reassessed. He stressed that the project’s goal was not revenue generation but to provide a legal alternative to illegal gambling. The trial period was extended for an additional 2-3 months to evaluate its performance and popularity.

While the fate of N3 lottery hangs in balance, the apparent failure of the initiative highlights the complexities involved in reforming Thailand’s lottery system. Even as the government undertook commendable efforts to counter unregulated lotteries, the challenges encountered underscore the need for a more comprehensive approach. Factors such as competitive prize structures, payment flexibility, and clear differentiation from existing lottery offerings are crucial for the success of such initiatives.

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