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Lottoland wants to be taxed not banned

Lottoland has called on the NSW government to "tax us not ban us" after the coalition announced a potential crackdown on synthetic lotteries operating in Australia.

The Berejiklian government is considering options to restrict betting on the lotteries amid fears they're reducing tax revenue gained from traditional lotteries.

But Lottoland chief executive Luke Brill says its biggest competitor Tatts Group was simply running a smear campaign to cut them out of the market.

"The reality is lottery and betting is moving online, it's happening on a global basis," Mr Brill told reporters in Sydney on Friday.

"Over the next five years, we estimate we will pay taxes in the realm of $50 million and we are keen to work with governments to ensure this flows fairly to all states and territories."

Australian Lottery and Newsagents Association chief executive Adam Joy has applauded the NSW government's move saying it would ensure the future of newsagencies.

Lottoland is headquartered in the British territory of Gibraltar and offers bets on the results of more than 30 different lottery draws.

It allows people to bet on big international lotteries, such as Spain's El Gordo and US MegaMillions, which offer enormous prizes.

Deputy Premier John Barilaro on Thursday said many customers buying tickets in a synthetic lottery believed they were entering a lottery "when in fact they are instead betting on the outcome of that lottery".