UK’s independent online lottery has big plans

The UK’s independent online lottery Lottoland took a break from scrapping with national lottery operator Camelot this week to launch a new product titled WorldMillions, promising that the new service will offer “the largest guaranteed prize in the world”.

WorldMillions will be drawn on Thursdays with a fixed jackpot of GBP 50 million, and again on Sundays with an astonishing GBP 100 million jackpot.

The company’s press material explains that punters can select an eight-digit number between zero and 999,999,999 with each number combination sold just once, making the winner the sole claimant of the main prize.

Players will be permitted to reserve particular numbers through a subscription service, and lotto tickets will be priced at GBP 5 for Thursday draws and twice that for Sunday events. Shares can also be bought for one-tenth fractions at a cost of GBP 0.50 p.

Lottoland CEO Nigel Birrel described the new product as the company’s first “bespoke and exclusive” betting product, noting that it is launched at a time when the UK Gambling Commission is calling for innovation in the industry.

“Innovation is what drives everything we do at Lottoland,” Birrel said. “We are not afraid of experimenting; however we never lose sight of what our customers want. WorldMillions will be the first of several major innovations that will be introduced in 2017 that will see us further establish our business in the lottery sector.”

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