Novamedia, which claims to be the world’s largest charity lottery operator, is to launch a national lottery in the UK later this year, in a challenge to Camelot’s “good causes” marketing platform.
Industry sources say the Netherlands-based operator’s planned UK lottery games will allow people to choose which good causes the money will be donated to. Novamedia is also expected to appoint UK-based advertising and media agencies to support the launch of the lottery.
The idea of allowing gamblers to choose their charities has been considered by Camelot, although any such move by the National Lottery operator would have to be approved by the Government.
Novamedia has submitted an application to the Gaming Board for Great Britain, which regulates charity and local authority lotteries. A spokeswoman for operator confirms its plans for the launch but says no details have been finalised.
Novamedia already owns one internet-based gaming site that can be played in the UK. GoodLot was launched in March 2002.
A Camelot spokesman shrugs off any threat from Novamedia. He says: “The National Lottery has already raised over £15bn for good causes. As for potential competitors, we’re happy to be judged by sales.”