CrownBet is planning to launch a new online lottery in Australia, which is expected to take market share from foreign-owned Lottoland.

The new lottery, called CrownLotto, will be pitched as an alternative to Lottoland, which offers betting on the outcome of a lottery rather than buying a ticket to the lottery itself. CrownLotto will be run in a similar manner to Lottoland which is said to be making around $1 million in revenue each week.

CrownLotto is also a response to rival William Hill which earlier this year joined forces with Lottoland to launch William Hill Planet Lottery which allows William Hill punters to bet on global lotteries.

“We’re launching these products to meet the clear and growing customer demand that is driven by huge jackpots in overseas draws,” said a CrownBet spokesperson.

CrownBet says it plans to pay a slice of its earnings from the lottery to community causes, and aims to convert younger punters to also bet on the outcome of global and Australian lottery draws rather than target existing retail lottery ticket buyers.

Tatts Group recently revealed about 14 per cent of its lottery ticket sales were now made via digital channels, and while those are for actual lottery draws there is a chance Lottoland and now CrownBet may be taking market share from Tatts.

However, the CrownBet spokesman said: “Lottery wagering attracts a different demographic and will grow overall interest in lotteries, rather than competing with traditional physical lotteries.”

Earlier this year CrownBet and ClubsNSW announced a partnership for the provision of digital wagering services in NSW clubs. After a challenge by Tabcorp, the deal is still awaiting a final decision from the Supreme Court of NSW to be handed down before it is rolled out in venues across the state.

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