Lottery giant partners with Sky and Microsoft
Camelot, the operator of the UK lottery, has announced extended deals with British Sky Broadcasting (BSkyB) and Microsoft as it seeks to win its third UK lottery licence.
The deal with Sky will see "a dramatic expansion of the lottery's presence on Sky's digital platforms", according to Camelot should their bid be successful. Sky customers can currently play the National Lottery through interactive television, but the new plans will see all of the National Lottery products available through Sky’s various services, such as broadband and mobile phones.
“By integrating lottery services across Sky platforms we hope to drive more value and fun into the whole lottery experience,” said James Murdoch, BSkyB chief executive.
The partnership with Microsoft will also see Camelot’s products rolled out across Microsoft’s social networking website Windows Live Spaces and its instant messenger program Windows Live Messenger.
Camelot also announced that IBM will continue to supply the hardware and software for their computer operations.
Today is the final day for bids for the ten year licence, which will run from 2009 to 2019. Camelot has prepared a 20,000 page submission and has pulled out all the stops to retain its licence. However, experts suggest that Camelot’s strongest competition will come in the form of India’s Sugal & Damani (S&D). Intralot, the Greek lottery operator, is also expected to submit a bid today after declaring its interest last year.
However, Camelot remains strong favourites having deterred the likes of Richard Branson and Europe’s biggest gambling company Gala Coral. Since the National Lottery began, Camelot has raised £19 billion for charities, increased the number of ticket sales and will be a hard operator to budge.
The winner of the new licence will be announced by the National Lottery Commission in August.
Editor, Jackpot.co.uk - 2007-02-09 10:53:16