U.K. National Lottery Launches Online Interactive Service
By Paul
Residents of the United Kingdom will be among the first in the world to purchase National Lottery tickets over the Internet, on TV and cellular phones. February 28th 2003 marked the first phase of this strategy with the launch of The National Lottery’s Instant Win Games, the first product of the Lottery’s fully interactive new-media strategy.

“This is the foremost technological advancement in The National Lottery’s nine-year history, and it makes playing the Lottery more convenient for a new generation of players. This generation is already accustomed to e-commerce and prefers the added excitement of playing the National Lottery online”, according to Richard Hurd-Wood, Camelot’s interactive director. “This is just the first stage of our long-term strategy to broaden the availability of The National Lottery through media channels including interactive television and mobile telephones,” he continued.

Plans to launch Lotto online later this year will place the United Kingdom in a position of global leadership in the interactive lottery market. The National Lottery will have the largest national jackpots available across a multimedia platform.

The five new interactive Instant Win Games start at just 25p per ticket and are available for play between 7:00 am and midnight seven days a week with a maximum instant jackpot of £10,000. Players must be aged over 16 to play and resident in the UK or the Isle of Man.

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