Top aussie bookmaker set to launch new online lottery
News on 4 Sep 2017
News on 4 Sep 2017
Top Australian bookmaker Dean Shannon is all set to give the lottery market some active competition with his new Brisbane-based online lottery Neds…and he is investing A$10 million in marketing the new product at the peak of the horseracing spring carnival in October, according to the business publication Australian Financial Review.
Shannon is waiting on regulatory approvals in Australia, but has global ambitions as well, with a planned launch in Britain in the first half of 2018 and other countries later on.
Preliminary publicity suggests that Neds will have racing and sports betting services and is planning to offer bespoke sports lottery products, which would be different to the wagering on lottery results services offered by the likes of Lottoland and Crownbet (see previous reports).
The AFR reports that the Neds.com website is currently advertising for staff and features the slogan “Lotto like never before” on its front page.
Shannon, the former chief executive of Ladbrokes’ Australian business and founder of bookmaker.com.au, is considered to be one of the most effective internet betting experts in the country, with a reputation for great skill in controlling costs, keeping online punters engaged and active, and in devising and running internet and mobile marketing programs.
Shannon went to work for Ladbrokes Australia after the online and land gambling giant acquired his bookmaker.com.au business in 2013 for a reported A$22.5 million. He left Ladbrokes earlier this year.
The Review reports that the new site will be powered by Goland, the computer programming language first developed at Google in 2007 for its ability to deal with high volumes of queries and transactions.
Neds is fully owned by Shannon and has reportedly recruited over a dozen top Tatts staffers ahead of that company’s merger with Tabcorp; he has apparently also taken on board a number of former Ladbrokes people with whom he has previously worked.
Shannon’s intention is to focus primarily on new lottery-style products and a push into foreign markets. He has not so far commented on his new venture.
