27th January 2001 - The Times

Casino Players Prepare To Take A Gamble On The Future

This month saw the launch of The Daily Draw, with a top prize of £1 million for six correct numbers. It is backed by Precision Data Ventures (PDV), a UK marketing company whose chairman, Wanda Goldwag, previously ran Air Miles. PDV gets to build a valuable database of player names and addresses for selling on to advertisers.

"Consumers are beginning to understand how valuable their own data is," Goldwag says. "They are bartering data for prizes." PDV claims to use the information to target subscribers more carefully. "People tell us what their interests are, and those are the adverts they see."