ZEAL Group and UNICEF Norway have launched the UNICEF-lotteriet, Norway’s first ever digital-only charity lottery.

In a world first for UNICEF, Norwegians are now being given the chance to raise money for the charity and, at the same time, win up to 2 million Norwegian Krone every week (approx. €210,000).

Over the next nine years, the new lottery is expected to raise millions in income for UNICEF, at no cost to the charity.

ZEAL Group is responsible for the new lottery’s operation, through its Lottovate brand. The lottery operates through a charity lottery licence – the first of its kind awarded by the Norwegian Lottery Authority (Lotteritilsynet).  30% of every ticket sold goes directly to UNICEF Norway; 40% goes to prize funding; and 30% for the lottery’s operation. Lottovate also recently received the first new charity lottery licence to be awarded in almost 30 years in the Netherlands.

Susan Standiford, ZEAL CTO and General Manager Lottovate, said: “At a time where charities all over the world are having to diversify their income streams, UNICEF Norway are leading the way. And Lottovate are standing right behind them; helping people give for good. With charities increasingly facing ‘giving fatigue’, the UNICEF-lotteriet is an innovative way to generate more funds, at no cost. It’s very scalable and a great way for the charity to expand their supporter base. We’re thrilled to be partnering with UNICEF Norway.”

Camilla Viken, Managing Director, UNICEF Norway, said: “Every day, for 70 years, UNICEF has been working for the rights of children across the globe to improve their lives. We have made major progress, but we need to keep doing more. And that’s why, in UNICEF Norway, we have been thinking innovatively about how we generate sustainable income over the long-term. The UNICEF-lotteriet is one of the really exciting ways in which we’re doing that; giving Norwegians the chance to support our work and win at the same time.”