LONDON: UK satellite TV provider BSkyB and lottery operator Camelot will collaborate to entice viewers to gamble interactively via their TV handsets if the latter wins its bid to retain the upcoming ten year National Lottery licence.

The duo propose to create a co-branded Sky and National Lottery 'hub' to make games, products and services available across the whole range of the satellite firm's interactive platforms, including broadband, interactive TV and mobile.

Hypes Sky ceo James Murdoch: "By integrating lottery services across Sky platforms - and in so doing harnessing the best in our multi-platform, interactive technologies - we hope to drive more value and fun into the whole lottery experience."

Camelot, which is up against Indian conglomerate Sugal & Damani for the licence starting 2009, has already signed partnership deals with Microsoft and IBM.

The former will facilitate sales of lottery tickets on its Windows Live messenger service, while the latter will continue to supply the hardware and software for Camelot's central database.

The winner of the licence is expected to be announced by the National Lottery Commission in August.

Data sourced from; additional content by WARC staff