Lottovate targets millennials with new Dutch lottery
Lottovate is targeting millennial players with the launch of Raffld, the Netherlands’ first new lottery in almost three decades.
Lottovate, part of the Zeal Group, has developed a lottery whereby players win experiences they can share with their friends rather than money.
The new charity lottery is aimed primarily at Dutch ‘millennials’ (aged 22-36 years old), a group that makes up a quarter of the Dutch population but does not regularly play the lottery or donate to charity.
Tickets for the weekly lottery will cost €16 ($19) and cover four draws, with prize categories including 360 adventure, city all access, bucketlist tickets, and recharge break.
Peter-Paul de Goeij, managing director at Lottovate Netherlands, said: “Raffld is a different type of lottery. It’s about winning experiences to share with your friends, not money.
“By creating a product for people who don’t currently tend to play the lottery – so-called millennials – it opens up an entirely new pool of funding for charities. With a guaranteed winner every week, that means it’s a win, win.”
In a recent poll of 1,000 Dutch millennials, conducted by Ruigrok NetPanel on behalf of Lottovate, nearly two-thirds (62%) of respondents said they play the lottery twice a year or less.
In an iGamingBusiness exclusive, ‘Are experiences the key to getting millennials to play lottery?’, de Goeij added: “Getting millennials to play the lottery sounds very hard but we think we’ve approached it from the right angle, which is starting with the needs of the millennial and building a lottery product that is relevant to them.”
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