National Lottery calls on mobile phone users

Mobile phone users are set to strike it rich when the National Lottery launches an interactive text message game, later this year.

Lottery operator Camelot has struck a deal with O2's interactive products division, allowing UK mobile phone users to buy lottery tickets using SMS.

Camelot's move to interactive media channels has been a key part of the firm?s plans to return growth to the Lottery.

The firm launched Lotto, Daily Play and Instant Win games on the internet last year, with Sky Active adopting a digital Lotto in April.

Using O2's cross network technology, the service will carry text messages from mobile operators to Camelot's interactive service.

'The launch on mobiles later this year is part of Camelot's wider strategy to broaden access to National Lottery products and attract new players,' said Richard Hurd-Wood, Camelot's director of interactive.

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