Tipos is the second fastest-growing brand in search

Tipos is the second fastest-growing brand in search. It grew by one million searches (+14%) in 2025. The brand saw its largest search increase for the core branded keyword “tipos” (+873,960 / 18.74%), indicating a strong impact from above-the-line campaigns.

The second fastest-growing keyword was “tipos tv”, which increased by 98,340 searches (+268%) to 154 thousand searches in 2025. TIPOS TV serves as a video platform where TIPOS publishes lottery draw results for bettors and broadcasts live streams of the Slovak basketball league, for which it is the main sponsor. TIPOS managed to build its own media channel in 1.5 years. People started searching for it only from September 2024.

Beyond significant media spending, Tipos left nothing to chance regarding product and communication. In early October 2025, it launched its new lottery called All or Nothing and in late November, it launched a campaign for the Christmas lottery with Slafkovský thus combining three strong elements: hockey, a celebrity, and a competition. Furthermore, Tipos is also exploring a path to greater independence by building its own channel Tipos TV, which generated 154 thousand searches in 1.5 years.

You can review the complete visualized study with over 90 brands across various categories in detail on the website data.thinkbig.sk

The entire lottery segment grew by 3.6% 

If we were to include February 2026 (when the Winter Olympics took place) in the data, all brands, including DOXXBet and Niké, would have seen year-on-year growth, and the overall market growth would have been 15%. TIPOS reached peak search volumes in the last quarter of 2025, surpassing even market runner-up Fortuna in search volume in November, thanks to increased investments in TV advertising, which accounted for 80% of the brand's media budget.

TV advertising drives Tipos

Among the fastest-growing brands, TIPOS invested the largest volume of media expenditure in TV - €7.55 million, with TV also making up the largest share of its media mix (80%). Most of the money went to JOJ (€2.8 million), followed by Markíza (€1.57 million), and Jednotka in third place.

‍Expert insight by Jakub Straka (Strategy Director)

For the second consecutive year, TIPOS focused on launching a new product during the pre-Christmas period. Following the 'Extra výplata' (Extra Paycheck) game, in 2025 it introduced a new product called 'Všetko alebo nič' (All or Nothing - win the jackpot if you guess all or none of the numbers), which it communicated straightforwardly from a creative perspective. 

Similarly, for the second year in a row, TIPOS opted for a "proven classic" with Juraj Slafkovský during Christmas, which works because they re-aired a previously seen commercial, and the insight about scratch cards as a Christmas gift in many Slovak households has been relevant for years. 

Also noteworthy is the partnership with the Slovak Basketball League (SBL), which suggests that TIPOS is testing waters beyond traditional TV, specifically on its own platform, TIPOS TV, where it connects sports fans with on-demand streaming. It remains an open question whether the increase in searches for the Tipos TV platform is driven by watching basketball games or rather by demand for current lottery results.

You can review the complete visualized study with over 90 brands across various categories in detail on the website data.thinkbig.sk