Lotto NZ is shopping around for an online "Instant Kiwi" game, which has sparked concern from a gambling watchdog.
Lotto this week put out a tender for online platforms for "instant win games", given their success overseas.
It says it has offered Instant Kiwi scratchies since 1989. The R18 product makes up 15 percent of its retail sales.
The new type of game will need regulatory approval.
"IWGs offer the familiarity of retail scratch cards combined with the innovation and interactivity of digital."
But the Problem Gambling Foundation is worried online scratchies could be quite harmful, with people having 24-hour access to them.
Lotto NZ could also collect information about punters to target them with advertising.
"The devil will definitely be in the detail in terms of how they protect consumers with this type of game," spokeswoman Andree Froude told Fairfax Media.
Lotto NZ is trying to make it more convenient for people to buy its products.
In its statement of intent for 2015-17 it says overseas lotteries can get as much as 30 per cent of their sales online but its MyLotto website only garners around 7 percent of New Zealand sales.