The National Lottery goes mobile

Mobile phone users will now be in with a chance of winning the National Lottery when Camelot and O2 launches an interactive text message game later this year.

The service, that will be available to all mobile networks, but run by 02 will allow mobile phone users to buy their weekly lottery ticket using SMS.

In recent months Camelot has seen sales for the lottery dwindle and it is believed that going mobile will hopefully plough some more money back into the bank.

The service is still subject to final approval from the National Lottery Commission

The platform is the same as that used so successfully for TV shows such as Pop Idol and Who Wants to be a Millionaire.

With around 50 million mobile phone users in the UK and over 20 billion text messages sent each year, this represents a powerful new channel for the National Lottery.


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