Littlewoods has axed its online lottery game, Prizeball 4, only four months after its launch, dealing a blow to the pools operator’s plans to run the National Lottery.
The company insists the trial of the technology involved in the game has been successful, and denies that the decision will damage its chances in bidding for the lottery.
The daily draw was launched through 500 outlets in Scotland last May, with tickets costing &£1. Bighearted Scotland, an organisation made up of nine Scottish charities, was the beneficiary of the lottery.
A Littlewoods statement says: “The game has fully demonstrated Littlewoods’ ability to efficiently run an online lottery. However, as sales have not been as high as anticipated, the game is being withdrawn for reassessment. This will mean the terminals will be removed from retailers.”
Littlewoods called in advertising agency D’Arcy to relaunch the game with TV advertising in July (MW July 8).