NEWS: No ad backing in numbers launch

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.

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

daily lottery.



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

result.



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

already.



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