When Lotto24 was launched in 1999, its mission was to offer the Danish people a free alternative to the state-owned lotto company, Danske Spil A/S.
The lotto concept is well-known: you choose a number combination and then numbers are drawn at random. You win if your numbers match those drawn. The free lotto games offered by Lotto24 ApS are financed through advertising that, among other things, is funded through the advertisements you see when you play your games.
Lotto became a big success in Denmark due to its alternative game style, the fun concept of "The Lucky Pig" and the opportunities it offers people to win tax-free money without having to pay anything.