First step in International expansion strategy
ZEAL Network SE’s MyLotto24 brand had launched an online lottery business in Ireland, saying the move kicks off the Group’s “internationalisation” strategy which was communicated to the industry earlier this year (see previous InfoPowa reports).
“Lotto and betting have a long tradition in Ireland,” Allan Turner, country manager for MyLotto24’s Irish Business, said. “Building on this, MyLotto24 wants to improve the lottery experience for the Irish people. With this first step in our internationalisation strategy, we can use our scalable state-of-the-art online lottery platform to provide a great user experience.”
MyLotto24 estimates the Irish market to be worth Euro 700 million, characterised by high per-capita lottery sales and a high online penetration.
The new site, primarily designed for mobile devices and complemented by a mobile app, offers betting on several lotto draws, including the Irish Lotto, EuroMillions, EuroJackpot and the German Lotto.