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National Lottery in online push

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Feb 28, 2003

Games and scratchcards will be made available on the national-lottery.co.uk website and will be complemented with a National Lottery channel that will launch on MSN in mid-March.

It is the first time Camelot has developed a dedicated channel for lottery products for an advertiser partner, and follows extensive research among its target audience, in conjunction with specialist agencies.

Camelot said it has "worked to overcome the challenge of creating games in a socially responsible way". It admitted that the games will appeal to a younger audience, but said it had designed the games in a way so as not to encourage excessive play or lure under-age gamblers.

The new interactive initiative will be supported by online advertising and "e-PR".

"www.national-lottery.co.uk ":http://www.national-lottery.co.uk

"Email us about this story ":mailto:editorial@netimperative.com

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