A consortium of bookmakers will unveil a numbers game rivalling the
National Lottery on December 16, but without the support of a dedicated
marketing team or national advertising.
Ladbrokes, Coral and William Hill will launch Forty Nines, offering
punters the chance to bet on between one and five numbers coming up on a
The game is being run by a new company, Forty Nines Limited, operated by
the betting industry’s Satellite Information Services. In the rush to
launch the game ahead of Camelot’s second weekly draw, there has been no
decision on a marketing strategy for the game.
It is likely to be promoted through a generic press campaign similar to
that used by Lucky Choice, which offer punters bets on the Irish lottery
Any betting shop can subscribe to offer Forty Nines for a fee of pounds
5 a week and three-quarters of the industry has reportedly signed up