|Camelot, the UK National Lottery provider, has teamed up with mobile operators O2 in order to create an interactive text message game due to be launched next year, subject to approval from the National Lottery Commission. The scheme will allow UK mobile phone users to buy lottery tickets using SMS. O2's cross network technology will carry text messages from mobile operators to Camelot's interactive service.|
'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,' said Richard Hurd-Wood, Camelot's director of interactive
Mark Nixon, Head of Strategic Partners at O2, added: 'The partnership with Camelot further highlights O2's leading position in the UK texting market, where one in every three messages is now sent over our network. It is yet another innovative application delivered over mobile, enabling customers to use their phones to access services in a way that would have been unthinkable two years ago.
The announcement comes following reports of Camelotís flagging fortunes. The firm launched Lotto, Daily Play and Instant Win games on the internet last year, with Sky Active adopting a digital Lotto last April.