ZEAL Group has joined forces with UNICEF Norway to launch the first digital-only charity lottery in the Scandinavian country.
UNICEF-lotteriet will give consumers in Norway the chance to win up to NOK2m (€207,199/$243,379) each week, while at the same time raising money for the children’s charity.
Proceeds from ticket sales will be split three ways, with 30% of each ticket sold going straight to UNICEF Norway; 40% to prize funding; and 30% for the lottery’s operation.
ZEAL will operate the lottery through its ‘Lottovate’ brand and under a charity lottery licence, the first of its kind to be awarded by the Norwegian Lottery Authority.
“With charities increasingly facing ‘giving fatigue’, the UNICEF-lotteriet is an innovative way to generate more funds, at no cost,” ZEAL chief technology officer and general manager Lottovate, Susan Standiford, said.
‘It’s very scalable and a great way for the charity to expand their supporter base.”
Camilla Viken, managing director at UNICEF Norway, added: “Every day, for 70 years, UNICEF has been working for the rights of children across the globe to improve their lives.
“We have made major progress, but we need to keep doing more; and that’s why, in UNICEF Norway, we have been thinking innovatively about how we generate sustainable income over the long-term.
“The UNICEF-lotteriet is one of the really exciting ways in which we’re doing that; giving Norwegians the chance to support our work and win at the same time.”
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