CAMPAIGN-I: Behind the hype - A chance to play online lottery for free. Bananalotto players just click on banners to enter

Bananalotto is a hybrid of online gaming and gambling, and it’s free. Claiming to be a million pound-win lottery, it’s the normal lottery format except that it’s online. Players win a million if they get all seven numbers, and the site also promises prizes of between 50p and pounds 100,000, if they match three, four, five or six numbers.

Bananalotto is a hybrid of online gaming and gambling, and it’s

free. Claiming to be a million pound-win lottery, it’s the normal

lottery format except that it’s online. Players win a million if they

get all seven numbers, and the site also promises prizes of between 50p

and pounds 100,000, if they match three, four, five or six numbers.



Characteristics The site is pretty garish - too many flashing and

clashing colours. It’s easy to get the hang of though, and you can play

up to three times a day. Suffice to say, our reviewer didn’t win

anything. Bananalotto makes its money by making players click on banner

ads in order to submit their number choices, as well as taking

advertising on the site.



Target demographics The only requirement to play the online lotto is

being over 18 - the target audience doesn’t seem to be any more specific

than that.



Principals BingoNet, Bananalotto’s parent company, was founded by its

chief executive, Guillaume Multrier. BingoNet is based in Paris, and its

UK chief is James Eadie.



Backers The primary backers of Bananalotto are Viviventures and the

Boston Consulting Group.



Marketing strategy Bananalotto has TV ads running through Duckworth Finn

Grubb Waters, and these are being supported by below-the-line activity

and outdoor. The company is aiming to build rapid brand awareness.



Competitors There doesn’t appear to be any direct competitor in the UK,

although both Camelot and Richard Branson are working on plans to take

the National Lottery online, but online gaming and gambling are both

markets that contain some major players.





THE YEAR AHEAD



We’re not convinced



The response to online gaming and gambling has been bigger than expected

- so there is definitely an audience out there. However, its novelty

value could soon wear off.



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