Lottoland lures punters with £2 EuroMillions bets
Bet-on-lotteries operator enjoys 500% sales spike following Camelot's move to £2.50 lines
Lottoland has frozen the price of a EuroMillions bet at £2 after seeing a 500% surge in demand following Camelot’s recent price hike.
The official EuroMillions operator upped the cost of a EuroMillions line from £2 to £2.50 for every draw as of Tuesday 27 September.
Lottoland claimed it had seen a 536% spike in sales of its £2 bets since Camelot’s price increase and yesterday announced it would be keeping its price at the lower rate.
The firm’s CEO Nigel Birrell said the move provided Lottoland with “another unique selling point”.
“When the price of the UK Lotto increased from £1 to £2 in 2013 there was a significant drop-off in participation of over 40%,” he said. “This shows that there is a lot of price sensitivity around this product.
“Now that the price of EuroMillions has gone up, we’re here to let price conscious players know there is an alternative. They can bet on the draw with us and save 50p on what they would pay elsewhere.
“Since day one it’s been our mission to provide more choice and better value for our customers; freezing our EuroMillions prices at £2 is a perfect way of extending customer choice and providing more value.”
Camelot said Lottoland was offering a completely different product to its own, with the bet placed only on the main numbers drawn, with customers not getting the “wider benefits that the EuroMillions game offers, namely the two guaranteed UK millionaires in every draw, the fantastic Mega Weeks at the end of every month and the pan-European raffle events”.
Lottoland takes advantage of the massive hold rate of traditional lotteries by giving punters the chance to “bet” on the outcome of lotteries from around the world in order to win the same prizes, including the jackpot.
Lottoland launched in the UK in September 2015 and has attracted over half a million customers since. It recently launched its second major TV ad campaign titled âLotto’s Evolved. Have You?’ which is currently broadcasting across Sky and ITV.