Lottovate targets millennials with new Dutch lottery
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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.”
Click here to read ‘Are experiences the key to getting millennials to play lottery?’