The online lottery company MyLotto24 has strengthened its “internationalisation” strategy with an extensive product portfolio launch to the Irish market
MyLotto24 Ltd, a fully consolidated minority shareholding of ZEAL Network SE, has commited to its goal of “internationalisation” by launching its online lottery business in Ireland.
Going live in the region last month, under a licence obtained in 2016, the group has confirmed primary focus of the Group’s internationalisation strategy is to expand into new marketable territories. With an estimated market size of EUR 700 million, the Irish lottery market is characterised by very high per-capita lottery sales and a high online penetration, which MyLotto24 claims Ireland is a perfect example of this.
Allan Turner, Country Manager for MyLotto24’s Irish Business: “Lotto and betting have a long tradition in Ireland. Building on this, MyLotto24 wants to improve the lottery experience for the Irish people. With this first step in our internationalisation strategy, we can use our scalable state-of-the-art online lottery platform to provide a great user experience.”
The new product offering includes betting on several lotto draws, including the Irish Lotto, EuroMillions, EuroJackpot and the German Lotto. The new site is primarily designed for mobile devices and will be complemented by a mobile app. The prize pay-outs will be handled online, resulting in much faster and efficient payments.