World Lottery Association member Karma Gaming has launched FrontRow, a new mobile fantasy sports game that incorporates draw-based elements to help lotteries tap into the rapidly growing market.
FrontRow has been designed as a shop-based product, with players purchasing tickets for the game from their local lottery retailers. Each ticket comes with a unique code, which the player scans using the dedicated FrontRow app and then chooses one of a selection of sports and games.
On picking their contest, the customer then selects their favourite teams, with the app automatically assigning them a roster based on their choices.
Players can then follow the match live with real-time updates and have the opportunity to win based on the points accumulated by their selected players, with prizes paid out by lottery retailers.
“FrontRow is designed for lotteries to capitalize on a huge gap in Fantasy Sports currently,” Karma Gaming co-founder and chief innovation officer Jay Aird expalined. “The game is designed for the casual sports fan, not the sharks. Simply pick your favourite teams and receive players to cheer for based on your selections.
“And because rosters are assigned automatically, all customers have the same odds of winning, not just the sharks. No extensive research required, no friction, just fun.”
The product can also give lotteries greater insight into the retail channels, with an analytics dashboard providing real-time sales updates, engagement rates and additional information.
Adam Caughill, director of new business development for the Ontario Lottery, said it was crucial that lotteries move quickly to tap into the growing fantasy sports market.
“The fantasy sports industry is exploding around the world right now and lotteries don’t want to find themselves in the same position they did when online poker took off,” he said. “We need a seat at the table fast.”
As the product is designed primarily for retail sales, Karma believes it does not need to be approved under the terms of online gaming regulations, though it can be repurposed for online purchases and ticket redemptions for lotteries that already have an online offering.
source : www.gamingintelligence.com
