Lottoland has described how Jungle Jackpot, a game launched this week with free-to-play game specialist SportCaller, is being tested selectively within the bet-on-lotteries operator’s affiliates community.

The £1 million jackpot free-to-play game is set to be rolled out for the upcoming series of I’m a Celebrity Get Me Out of Here!, hosted by Declan Donnelly and Holly Willoughby.

“It is a pilot game that we are testing selectively within our affiliates community,” explained Stephanie Cook, Lottoland Head of Affiliates.

“We believe that there is potential for these prediction games to boost customer engagement and extend customer lifetime, so we are hoping in time it will be a no brainer for our affiliates to look to promote these topical, mass-market games alongside our paid products.”

The main jackpot will see Lottoland partner with some of the UK’s biggest digital properties to promote the game and reach a broad and highly social target audience, opening up the opportunity to introduce them to the value and innovation provided across Lottoland’s lottery betting and wider gaming products.

Having cornered the market for free-to-play sporting games, SportCaller MD Cillian Barry said the launch was the provider’s first foray into mass-media events in order to engage a new and truly mainstream audience.

Barry added: “It’s a real coup to be collaborating with Lottoland on a jackpot product which speaks to a broader demographic, over and above the sports betting community that is our usual focus.

“Our combined ability to deliver presents a genuine test case for FTP flourishing outside its original sporting-betting domain by bringing to market a game that will appeal to the wider general public. Jungle Jackpot is a genuine industry-first for such a popular TV show.”

“Novelty betting has been around for years with Paddy Power et al, but this game is now redefining novelty appeal for non-gambling-focussed users. Jungle Jackpot sets a new standard for the next generation of online media consumers – it’s fun, fast, accessible and instantly immersive.

“In a typically standardised market for sign-up promotions and bonuses, SportCaller offers a third way to market. With our jackpot prediction games, we empower operators and media owners by converting traffic into transactional customer accounts, delivering trackable levels of increased player-activity and loyalty, which means clear, measurable payback.”