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
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.