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Abstract
Sports lottery, as a distinct sport product, has gained increasing popularity throughout the world. Drawing upon various theories developed over the years explaining the lottery gaming behavior, this study empirically examined the demand for the Shengfu lottery game, a popular soccer betting lottery in China. Specifically, this study examined the relationships between lottery demand and socio-demographic variables, and lottery attributes through a multilevel modelling procedure. The main finding are that (a) ticket composition has considerable impact on demand; (b) easiness of winning a game is positively related to the demand; (c) the provinces with higher income levels have higher demand for sports lotteries; (d) people with higher financial and social burdens tend to buy more lottery tickets; (e) venue accessibility has a positive impact on sales.