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National Lottery goes mobile with O2 By Robin Langford
01-09-2004 01:39 PM
Related: Gaming Public Mobile Internet
National Lottery operator Camelot has partnered with O2 to launch a new text-based lottery for mobiles.
The service will use O2’s cross network technology platform, used for shows such as Pop Idol and Who Wants to be a Millionaire, to carry text messages from all mobile networks to Camelot’s interactive service. This means users of any UK mobile network can buy lottery tickets via their mobile phone.
Camelot will launch the new service later this year, subject to final approval from the National Lottery Commission.
Richard Hurd-Wood, Camelot’s director of interactive, said: “The launch on mobiles later this year is part of Camelot’s wider strategy to broaden access to National Lottery products and attract new players.”
In May, Camelot said it had succeeded in returning The National Lottery to growth 12 months ahead of schedule. Total weekly sales are now running at more than £85m a week.
Camelot launched Lotto, Daily Play and Instant Win Games on the Internet last year. Registrations to open a National Lottery account via the internet now number in excess of 10,000 per week, according to the firm. The launch of Lotto on Sky Active followed in April