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Bookmaker Dean Shannon Planning to Launch Online Lottery Service

Tue, Sep 5, 11:22am by Staff Writer

Australia’s online lottery marketplace continues to grow more crowded, as renowned bookmaker Dean Shannon is reportedly set to launch his own lotto betting site.

Per a report published September 3 by the Australian Financial Review, Shannon – who founded Bookmaker.com.au back in 2002 – has filed paperwork with the Australian Securities and Investments Commission (ASIC) to cover a new company called Neds.com.

Visiting that domain name reveals only a shell site at the moment, containing only contact information for prospective employment candidates, along with the motto “Neds: Lotto Like Never Before.”

According to reporter John Stensholt, Shannon declined to offer comment on Neds.com when approached by the Australian Financial Review.

The article stated that Neds.com is “currently awaiting regulatory approvals in Australia,” and no official launch date has been announced.

Stensholt’s additional reporting reveals that Shannon envisions Neds.com as a comprehensive online bookmaker which offers

“Neds could have racing and sports betting services and is planning to offer bespoke sports lottery products, which would be different to the wagering on lottery results services offered by the likes of Lottoland and Crownbet.

Neds is understood to be building its technology platform using Goland, the computer programming language first developed at Google in 2007 for its ability to deal with high volumes of queries and transactions.”

The distinction between lotto draw wagering services like LottoLand, and the recently launched CrownLotto which debuted just last week, is crucial to understanding Shannon’s plans for his Neds.com venture.

LottoLand arrived in Australia in January of 2016, when the Northern Territory Racing Commission (NTRC) made it the first online lotto draw betting market to be licensed in the country. Since that time, the company – which allows players to bet on overseas lotto draw results rather than purchase actual tickets – has experienced rapid growth, with reported monthly revenue of AUD$1 million.

CrownBet launched its CrownLotto site to compete directly with LottoLand, while William Hill Australia partnered with the company by adding a PlanetLotto tab to its existing platform.

But as Stensholt states in his report, Neds.com plans to offer “bespoke sports lottery” services in lieu of LottoLand-style draw result wagers.

This business model would align more closely with Shannon’s previous experience. In the years after creating Bookmaker.com.au, Shannon oversaw the development of Australian-focused features like “QuickBet,” “Favourite vs. The Field,” and “Pick Your Own Odds,” which helped the site become one of the most successful domestically-owned online sportsbooks.

Using characterization offered by a “rival online bookmaker,” Stensholt described Shannon’s industry acumen thusly:

“… he was skillful at keeping a tight rein on costs, including the cost of acquiring customers, keeping punters engaged and active on his websites, and very good at online marketing.”

Shannon eventually sold the company to the U.K.-based Ladbrokes in 2013, in a deal which valued Bookmaker.com.au at AUD$22.5 million.

Stensholt reports that Shannon is planning a major advertising campaign to announce Neds.com to Australian punters. That AUD$10 million advert blitz will begin in October to align with the prominent horse racing festivals and other sporting events taking place next month.


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