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Camelot Launches Online Instant Win Games3 March 2003LONDON--(Press Release)-- Today Camelot embarks on the first stage of its interactive strategy with the launch of Instant Win Games on the internet. The offering is an exciting mixture of innovative, interactive games and popular scratchcards launched via The National Lottery. The launch of Instant Win Games is part of the company's (pounds)45m investment in developing The National Lottery through new media channels. Games will be cost between 25p and (pound)1 and will be available to play from 7.00am to 12.00 midnight seven days a week. The top prize available will be (pounds)10,000 (US$15, 750). A dedicated National Lottery channel will then launch on MSN at on 17 March 2003 and will last for three months. The site will feature information on The National Lottery as well as links to the new games and marks the first time that MSN has created a dedicated channel for an advertiser or partner. Camelot will launch Lotto on the internet by the end of 2003 and have appointed Sky and IBM to develop a National Lottery site to purchase Lotto tickets for digital TV to launch on Sky Active in Spring 2004. Camelot then plans to expand The National Lottery onto mobile telephones in Spring/Summer 2004. Richard Hurd-Wood, Camelot's interactive director, says: "This is just the first phase of an exciting long-term strategy to broaden the appeal of The National Lottery through new media channels. Developed over the past 18 months, Instant Win Games are aimed at a target audience of irregular lottery players who don't have the lifestyle to buy tickets at a retailer but are comfortable with technology." |