Lottoland Renews Efforts to Advertise in Australia
Founded in May 2013, Lottoland became the first company of its sort to be granted a license to operate in Australia, in January 2016. The company was granted a five-year license from the Northern Territory Racing Commission and has since been working to capture market share.
The timing for their launch in Australia was ideal as within a week of being issued the license, the American lotto Powerball reached a record jackpot of more than AU$1 billion. This then rolled over to a staggering AU$2.15 billion. At the time, more than 250,000 Australians registered with Lottoland.
According to Australian law, Australians are prohibited from buying tickets in overseas lotteries so Lottoland acts as a type of sportsbook whereby players back certain numbers. An Australian winner would not be paid out directly by the lottery. This concept has grown and Lottoland has become more popular.
However, Lottoland was slammed over an ad campaign they ran in August that resulted in them hiring a new public relations firm, Frank PR later in the month. The ad, which ran on local television channels, featured a scene at a newsstand where an elderly woman was trying to purchase a lottery ticket. In the ad, the lady was told to go and buy her ticket online.
The ad was slammed as an insult to all Australians and an attack on newsstand operators. Lottoland’s new PR firm, while based in London, has offices in Sydney. With more local knowledge of Australia and its culture, Lottoland is expected to produce more ad campaigns with the view of increasing its market share in Australia further.
March 27, 2017