Lottery players now game for €500,000 daily draw

As well as a twice-weekly draw, the National Lottery is to urge Irish people to have a flutter on a new daily game which starts this Thursday. All or Nothing costs €2 to enter and players must match either all or none of the 12 numbers drawn out of a possible 24 to win a €500,000 top prize.
With such a potential prize giveaway every day, the lottery would need to sell 250,000 All or Nothing tickets just to break even. On top of that there are marketing and sellers’ margins to be taken into account. But the chances of a top prize being won on a daily basis are slim.
Colm Carey of The Research Centre, a columnist with Marketing.ie, told The Sunday Times that having smaller jackpots but more opportunities to win appeals to people in a recession; it’s not that they need €15 million, €200,000 would do nicely, Carey added.
Following a review earlier this year, DDFH&B-JWT was reappointed to handle National Lottery creative advertising, while the media moved from Carat to Starcom. WPP agencies Brand Union and Wilson Hartnell were retained for brand and PR services.