UK lottery operator, Camelot, will invest GBP45 million in developing a platform for people to play the game over 3G mobile phones and interactive TV. The company, which saw half-year profits fall 25%, hopes the new technology will revive public interest.
I think 3G phones, when they’re perfected, will be a fantastic opportunity for us, Camelot chairman Michael Grade told the Observer newspaper. There’s no point flooding the market with them at the moment because the distribution isn’t there. But it will be.
Mr Grade might have a point. Datamonitor expects the UK wireless gaming market will be worth $764 million by 2006. And as the UK’s largest lottery operator by far, Camelot has a powerful brand and the distribution network to back it up.