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created freemium games that never pay out a prize. Tey realised that for many people the basic casino games are fun to play, even without the prospect of a prize.


Fantasy Sports companies like FanDuel and Draft Kings have increased the skill level to move their products away from chance. And whilst it is a stretch to say that every regulator has welcomed their model with open arms, they have created a genuinely new area with a very bright future.


THE LOTTERY OF THE FUTURE At ZEAL Investments we have been paying very


close attention to these developments. We go so far as to say that being “two-legged” is almost a pre-requisite to being the dominant lottery innovation of the future. It is hard to see how a conventionally regulated lottery product will ever be able to reach critical mass.


But that is not to say that simply removing one of the legs is enough. Fundamentally lottery play is defined by the desire to dream. Tis is the human need that every successful lottery


Something very interesting happens when you remove one of


the legs. Not only does the resultant product become less risky it is also unlikely to be classified as gambling. If a product is low- risk and not gambling, then regulators stop caring about it


product has been able to meet. So it is critical to keep that characteristic benefit. It is therefore difficult to imagine a lottery product that removes the prize element entirely, as Playtika has for casino games. Even removing chance and adding skill feels like a bit of a stretch, as lottery play is characterised by its beautiful simplicity.


Removing the requirement to pay to play, however, appears to be a very ripe area for innovation. Te Free Postcode Lottery, ZEAL Investments’ first investment, fully funds all of its prizes through ad-revenue generated from users on its site. It is applying the most prevalent business model of the web, ad-funding, to lottery to create a true disruption.


Others are allowing people to play for free and


changing the nature of the dream prize at the same time, to attract millennials. Omaze, an LA- based start-up, lets people enter sweepstakes to win money-can’t-buy prizes such as having Arnold Schwarzenegger become your life coach. And if Arnie isn’t to your taste then there are plenty of other A-list stars offering incredible experiences to tempt you.


Te whole thing is done to generate money for charities and players are encouraged to donate alongside entering to play.


More and more entrepreneurs are starting to realise the potential in taking a two-legged approach to innovation in lottery. Te growing success of these start-ups points towards a future where having two legs will be better than three.


NEWSWIRE / INTERACTIVE / 247.COM P123


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