WildlifeWins.com is due to launch in the UK on 22 April and will offer visitors the chance to win more than ?xA3;1 million on a weekly lottery. Around 30 per cent of all the proceeds will be donated to conservation charities and environmental projects.
Visitors can also play an online bingo game or purchase virtual scratch cards, with a portion of every pound going to charity.
The site has partnered with conservation charity Flora and Fauna International for the UK launch. The charity will provide projects for the site to support and monitor how the money is spent.
"The partnership with WildlifeWins will generate an additional income stream to our projects from a previously untapped source," said Mark Rose, executive director at Flora and Fauna.
He added: "To date the conservation sector hasn't generated significant funds from the internet and this is an experiment that we hope will be successful."
Michelle Ross at WildlifeWins said: "We're utilising popular technology such as online gaming to try and boost funding for conservation projects. We're trying to take conservation into the mainstream and target new audiences to raise more funds for our projects.
"The site has been designed to appeal to people who wouldn't normally give to charity. We're really looking to open new revenue streams with the service,
she added." Ross believes that the recommended overhaul of UK gambling laws announced at the end of March will enable fundraising sites such as WildlifeWins to branch out and develop more online gaming products to attract donors.
Future plans for the service include offering online competitions targeted at developing interaction between the charity and players, such as a contest to name an endangered baby animal.
The project is also considering expanding into other mediums such as digital TV.
The site encourages players to get involved with its campaigns by providing weekly updates and virtual tours of project sites.
Visitors can send in feedback and also directly donate to a particular charity or cause through the web site.