Charities look set to benefit from increased public interest in the National Lottery when it launches on various interactive platforms throughout the next year.
Participants will be able to play a wide range of virtual lottery games via the internet and interactive TV by spring 2004 as part of a strategy to broaden its audience base.
Several games are already launching on the existing National Lottery web site, www. national-lottery.co.uk, where players will be able to buy Instant Win Games offering prizes of up to £100,000. The new games form part of the lottery's £45 million investment in digital services.
A dedicated National Lottery channel will also launch on search engine www.msn.co.uk on 17 March. Camelot, the body that manages and administers the Lotto, also plans to offer various games through mobile phones in a further effort to reverse slipping ticket sales.
The games have been designed to target different target audiences to those who buy paper lottery tickets and scratchcards through high-street retailers.