MyLotto24, from the European firm Tipp24 AG, will launch with a multi-million pound marketing campaign, and aims to bag a share of the lottery market as-yet dominated by Camelot.
Five agencies have now been shortlisted to be invited to pitch for the business to drive consumer awareness of the lottery online.
MyLotto24.co.uk launched on 13th November and claims to offer punters significantly better odds on all bets placed on the lotteries, than currently available from other UK betting operators.
The jackpots regularly reach levels in excess of €50 million per draw, and occasionally more than €150 million, both exceeding the average UK national lottery jackpot of approximately £3.5 million.
As a result, MyLotto24 expects to produce the UK's biggest ever jackpot winner. The highest prize claimed to date was the £35.4 EuroMillions jackpot won by a British woman earlier this year.
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