Lottoland invests €1.5 million in attracting young smart phone users

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Seeking a Jackpot win, the Irish boss of lottery website Lottoland is targeting 18-40-year-old category smart phone users in a bid to grab market share. “Grab my balls,” his voice was rising with obvious delight in a busy Dublin coffee shop. Ross laughs at the catch line of a provocative Lottoland advertisement that runs online.

Meanwhile, The Donald Trump themed campaign was designed to announce the Gibraltar-based online lottery company’s arrival in Ireland. Famous comedian Oliver Callan is likely to act in this campaign. This is an innovative step which is likely to head up a new wave in the gambling industry. “We had a lot of fun with that ad and got a lot of traction,” says Ross. As per his words, the company is investing €1.5m this year to attract young smart phone users. The new model also gives an opportunity to grab a big chunk of the state-owned National Lottery’s business.

Above all, Gibraltar has become a Silicon Valley for the gambling industry. Launched in 2013 in Gibraltar, Lottoland (including Irish Lotto and EuroMillions) has over six million customers and is active in 12 markets on four continents. State-owned lottery monopolies dominated Lottoland for a long time. The new drive will also inspire the players to change the way they play the lottery. So, Ross is expecting strong five-figure sign-ups to Lottoland.