The partnership will launch in February and underlines Camelot's determination to develop a robust new media strategy as a key driver of future revenue as sales of tickets for the main Lotto draw continue to decline.
It is the first time MSN has created a dedicated channel for an advertiser or partner, and will give Camelot access to the portal's 11.2 million UK monthly visitors.
The MSN channel will become the focal point for Camelot's internet presence, with National Lottery content such as draw results in addition to providing access to Instant Win Games scheduled to be launched early next year.
Camelot is plotting the launch of games, such as Holiday Bonanza, Predict-a-Ball, and Flirtathon, which it hopes will provide the impetus for a revival of interest in the Lottery (Marketing, December 5). Publicis NetWorks has won the task of developing an online creative campaign to support the games' launch.
A Lottery spokesman said it was in talks with other online media owners and expected to announce further deals to boost its web presence shortly.
Last month, news emerged of the worst half-year sales in the Lotto's history, prompting chairman Michael Grade to predict that tickets for the main draw would form a lower proportion of the firm's overall revenue in years to come.