MyLotto24 UK seeks agency for 5m digital media account

By Marketing Week 22 Nov 2007 9:21 am

MyLotto24 UK, the newly launched online lottery game, is searching for an agency to handle a £5m digital media brief. A longlist of ten agencies has been cut to five, who will now pitch for the business.

The full list of agencies is undisclosed but it is believed to include MindShare and iLevel.

MyLotto24 UK offers British punters the chance to win prizes equal to the jackpots of various European lotteries such as the Italian SuperEnalotto, Spanish EuroMillones and German Glueckspirale (Wheel of Fortune).

People do not actually enter those lotteries but instead bet on the outcome. If correct, they win the equivalent of the relevant jackpot. European lottery jackpots frequently dwarf the top prize in the UK National Lottery.

The MyLotto24 UK website went live on November 13. Its owner, Tipp24 AG, operates similar offerings in Germany, Spain and Italy.