Chief operating officer Chris Thomas said Iris would employ a variety of techniques to promote the six games Million-2-1 will launch this year.
"Our objective is to reach people in the five or 10 minutes of spare time they have, so the strategy is about considering what people are doing rather than the media."
Million-2-1, which was established in 2002, was the first company to hold a UK SMS lottery licence from the Gaming Board.
It runs mobile betting games for partners such as O2, Channel 4, NSPCC, and football clubs Manchester Utd and Arsenal.
_1.jpg)
.jpg)
