LONDON, February 11/PRNewswire/ -- Analysis published today by The Mobile Lottery, based upon independent research, shows that by the end of 2007 more Britons will be donating to good causes by playing lotteries on their mobile phone than give to charity by any other means, including street collection, sponsorship and jumble sales.

The Mobile Lottery based its analysis principally on a recent report(1) by Juniper Research which forecast that the world market for mobile gambling will exceed EUR16bn by 2008. Charitable lotteries are expected to form a significant part of this (a third) because of their mass appeal.

The new analysis of the Juniper study shows that within the next three years:

- GBP240,000,000(2) worth of lottery entries will be made in the UK in
2007/2008 on mobile phones

- 8,252,000 Britons - 13.75% of us - will play lotteries on their mobile
in 2007/2008

- Overall receipts to charity from mobile phone lotteries will be
approximately GBP60,000,000 - or an average of around GBP7.30 per
player (a higher personal donation to charity than is made today by
over 55% of Britons)

- UK charities will earn more from mobile lottery players than they
currently earn from affinity credit cards and newspaper appeal
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The UK is already moving towards mobile lotteries with the launch this week of Britain's first mobile phone based weekly lottery by The Mobile Lottery (http://www.mobilelottery.org.uk), "Pick 3 For 50p", and a weekly GBP1,000,000 jackpot prize draw, "Mobile Million".

Pick 3 for 50p is a new way for British consumers to play their favourite lottery numbers on the results of the main Saturday night Lotto draw, without purchasing a Camelot National Lottery ticket. Pick 3 for 50p players will be tempted by low prices, great fixed prizes (e.g. GBP200 pay out for 3 matches), and the convenience of being able to play on their mobile phone.

The Mobile Million Draw(tm) is free for all players of the 'Pick 3 for 50p' lottery with their mobile phone numbers entered automatically into the weekly draw.

Pick 3 for 50p tickets go on sale on today, with the first draw based on the National Lottery Saturday main draw results for Saturday 14th February.

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(1) "Mobile Gambling", Dec 2003
(2) Assuming £1 average cost of lottery entry

Source: The Mobile Lottery

Neil Vose, The Mobile Lottery, neil@mlotto.co.uk, +44 7791 749491; Michelle Ince, Juniper Research, micheleince@juniperresearch.com, +44 1256 345612