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Elvis Lottery Game Travels to Ireland

The agreement will enable The National Lottery to market 1.4 million Elvis instant lottery tickets to be priced at two Euros each. After highly successful launches in the USA, the Elvis Presley lottery game went global last year with a launch in Australia, to the delight of Elvis fans in the land down under.

In addition to cash prizes, the Irish game will offer trips for two to Graceland.

"We are delighted to be able to offer our players a range of themed `Elvis'scratch cards," said An Post National Lottery Executive Director Ray Bates.

"The `Elvis' phenomenon continues to attract huge interest globally, and his music has many loyal fans in Ireland. We are sure that these scratch cards will prove very popular with our players, particularly the feature prize of trips for two to visit Graceland, a place of so many memories for all Elvis fans," he finished.

"Elvis is an unmatched American entertainment icon, star and celebrity, but we sometimes forget that his movies, music and legend are adored and continue to create new fans the world over," said MDI President and CEO Steve Saferin. He added, "For example, the current Number 1 hit on the UK singles chart is Elvis Presley's `Little Less Conversation,' and the song continues to climb music charts everywhere."

MDI was awarded exclusive world-wide lottery promotions rights to Elvis Presley by Elvis Presley Enterprises. The company has developed multi-faceted promotions and games marketing nostalgic images of Elvis, along with opportunities for prizes such as Elvis merchandise, memorabilia, music and movies. Grand Prizes have been created around dream trips to Nashville and Graceland Mansion with VIP tours of the attractions and accommodations in the Elvis-themed Heartbreak Hotel and more.

Lotteries in Missouri and Wisconsin both launched Elvis Presley Instant games in June. The An Post National Lottery game in Ireland will be the sixteenth Elvis Presley Lottery game sold by MDI since it began the licensing program in 2000.

The game themes and ticket designs make prominent use of the widely recognized brands and celebrities through MDI's exclusive brands licensing program. In addition to cash prizes, official logo and nostalgic merchandise and memorabilia are selected by the lotteries for prize packages. Instant winners and second chance winners from bonus drawings, can land the additional prizes with non-winning tickets and special entries, all adding extra value to the lottery tickets.

MDI lottery brand licenses and turnkey promotions provide lotteries with most of the labor intensive tasks that accompany large-scale merchandise prize management and fulfillment, and secure random drawings.

MDI's services also include game and ticket design, merchandise prize fulfillment, management of second-and third-chance draws, fully-staffed customer service, coordination of winner travel & accommodations, staff training, advertising and marketing support, consumer research and Internet marketing and advertising.

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