This paper estimates the long- and short-run elasticities for Lotto. It is
particularly concerned with the dynamic response to price variations since,
for some goods, this has sometimes been used to infer the presence of addi
ction. The price elasticity is identified through variation in the expected
value of a Lotto ticket induced by rollovers whose high frequency results
in surprisingly high variation in the expected value of holding a ticket. U
nit root tests are applied to the series in order to identify their time se
ries properties and to avoid a spurious regression problem. The series are
found to be stationary. We apply instrumental variables to account for the
endogeneity which arises due to correlation between the expected value and
the dependent sales variable. The estimated long-run elasticity exceeds the
short-run elasticity and this supports the hypothesis that there is an ele
ment of addictive behaviour in sales. The Lottery is regulated and the regu
lator's objective is to maximize sales. Our estimated long-run price elasti
city of demand is inconsistent with revenue maximization and we find that g
reater revenue for the 'good causes' could be raised from the game if a sma
ller proportion of sales revenue were allocated to them.