Magazine article Marketing

Littlewoods Lottery Set to Copy Camelot Draw

Magazine article Marketing

Littlewoods Lottery Set to Copy Camelot Draw

Article excerpt

Pools operator Littlewoods is going head-to-head with Camelot by launching its own lottery game which uses the BBC National Lottery draw to determine winners.

Littlewoods' online game, called Prizebuster, will enable players to pick three or four numbers from 1 to 49. They win if their numbers come up in Camelot's Saturday draw.

The game is one of a raft of offerings launched this week by the company as part of its online gambling site, bet247.

The initiatives form the centrepiece of Littlewoods' plans to attract younger UK gamblers. The company's core pools business has been badly affected by the launch of the National Lottery.

Roger Withers, chairman of Littlewoods Leisure, said: "Littlewoods is widening its net. Bet247 will appeal not only to sports gamblers, but also to the larger market of lottery and pools players, which represents about 70% of the UK population."

A spokesman for Camelot said: "We will be looking closely at the marketing [of Prizebuster] to ensure that there is no confusion with the National Lottery. …

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