Lottoland fights falling Australia revenues with educational TV ad

Lottoland has launched a new TV advert in Australia customers as it aims to overturn “misconceptions” about the business that were hurting growth and profitability.

The new advert was released in response to negative coverage of Lottoland in the Australian media amid claims the firm was damaging the business of local newsagents.

Lottoland marketing manager Samuel Lawler said: “Over the last 12 months the Australian media has perpetuated many misconceptions about Lottoland and a response was needed.

“With the help of Genero we were able to source Conti Bros. Films and create a clear and concise advert that explains what Lottoland is and how it actually works,” he added.

Lawler said the ad had helped reverse some negative trends in Lottoland’s growth Down Under.

The negative publicity, combined with Tatts Group’s A$5m anti-Lottoland campaign has culminated in Australian parliament passing an outright ban of both domestic and overseas lottery betting.

Lottoland is still able to offer bets on overseas jackpots until 9 January 2019 when the Interactive Gambling Amendment (Lottery Betting) Bill 2018 becomes law.

Lottoland Australia CEO Luke Brill said: “The ban on lottery betting does not come into effect until January 2019 so it’s very much business as usual at Lottoland Australia.

“We continue to build on our customer base of 750,000 Australians through innovative marketing and plan our long term future in Australia post the ban.”