Lottoland hires former Betfair Ireland boss for Éire push
Graham Ross tasked with leading the operator’s Ireland business, which launched with a Donald Trump-inspired marketing campaign earlier today
Lottoland has hired former Betfair Ireland regional manager Graham Ross to lead its new Ireland-facing business, with the Lottoland product given its full launch into the Irish market earlier today.
Ross, who recently helped Sky Bet set up its Italian business, has joined Lottoland as Ireland country manager and has been tasked with establishing the firm as a challenger lottery brand.
Speaking to EGR Intel this morning, Ross said he had joined a “progressive company” and felt the opportunity to modernise the lottery market in Ireland was too good to ignore.
“If you look at the lottery market, it’s an outlier in terms of the percentage of people who play online,” Ross said.
“So we’ll be focused on the digital consumer – those that are already transacting online in other areas of their lives and offer them a real choice in terms of product and innovative platform to bet on the lottery online.”
Lottoland today launched a Donald Trump-inspired advertising campaign, promoting the fact players based in Ireland can now bet on US lottery draws, with the firm using the tag line ‘grab him by his balls’.
The operator’s full debut in Ireland comes after the firm soft launched last year, having obtained a remote gambling licence from the Republic of Ireland National Excise License Office.
Lottoland will go up against the Irish National Lottery, operated by Premier Ireland Lotteries, part-owned by Ontario Teachers’ Pension Plan, which also owns UK National Lottery operator Camelot.