Bookie Dean Shannon’s Neds To Enter Online Lottery Business


The Australian online lottery space is all set to receive some active competition from the Brisbane based company Neds. As per the Australian Financial Review, the top Aussie bookie and former Ladbrokes’ Chief Executive Officer Dean Shannon is just waiting for Australian regulators to give him a nod for his new online lotto venture to operate. The bookmaker is investing around AUD 10 million in advertising his new betting company at the peak of the horse racing spring carnival that begins in October this year.

Shannon who founded the online betting company in 2012 is believed to be an expert at internet betting with a reputation of having excellent skills at controlling costs which include the cost of acquiring customers, keeping users actively engaged on his websites and having good online marketing skills. He worked with Ladbrokes as the head of their Australian operations, after the gambling giant bought his business in 2013 reportedly for AUD 22.5 million. London based Ladbrokes was impressed by Shannon’s online betting company because of its technology and because the software platform that it used was specific for the Australian market. He quit Ladbrokes in February this year probably to focus on his new online gambling business.

The team at Neds

Shannon wholly owns Neds according to the company documents registered with the Australian Securities and Investments Commission. He has hired over a dozen employees from the Tatts Group before it goes for an AUD 11 billion merger with Tabcorp. Apparently, he has also taken on board several ex-Ladbrokes employees and some others who have previously worked with him on his other business ventures.

According to reports, the web page of currently has advertisements for hiring staff, and slogans like “The best sports lottery Aussies have never seen” and “Lotto never like before.” Neds consists of a team of computer scientists, bookies, statisticians, customer service professionals, digital wizards and sports enthusiasts.


Neds is going to be different

Reports from the Australian Financial Review suggest that to play online lotto, Neds will have sports and racing betting services and is planning to offer products distinct from the ones available on other online lottery companies like Crownbet and Lottoland. Users can play lotto now on these and easily bet on racing and sports including Australian Football League and Australia’s National Rugby League. It would be interesting to know what new wagering services Neds will bring to the table.


A sneak peek into how Neds will work

The software platform of Neds uses GoLang, a computer programming language developed by Google in 2007 which is capable of handling a huge influx of queries and transactions, which happens when too many people register to play lotto online. It is also useful for writing networking applications.

The arrival of Neds into the online lotto space has been getting attention as it comes during a time when regulatory practices have tightened. Those who play online lotto can no longer do credit betting; South Australia has introduced a fifteen percent point of consumption tax from July, and the pending decision on banning betting ads on TV during sports events are some strong headwinds from the regulators.

With two offices in Queensland, they have intentions to expand globally, with a planned launch in Britain early next year and in other countries later on.

While Shannon is a well-known bookie in the bookmakers’ circle, he maintains a low profile and hasn’t yet commented on his re-entry into the online betting business. But it is sure that he will focus on new lotto-styled products for Neds.


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