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Australian gaming operator Jumbo Interactive has officially entered the UK prize draw market through the acquisition of digital competition platform Dream Car Giveaways (DCG). The deal is valued at AU$109.9 million (US$71.6 million), comprising AU$75.2 million upfront, AU$10.2 million in equity, and AU$24.5 million in earn-out payments. The move marks a significant milestone in Jumbo’s expansion into international B2C gaming markets, giving the company a foothold in the rapidly growing UK prize draw sector.
DCG offers players the chance to win prizes, including cars, cash, property, and lifestyle products. Jumbo described the acquisition as a strategic fit for its broader growth and diversification strategy, providing a B2C presence in the UK while appealing to younger, digitally native customers. The company also highlighted DCG’s “proven business model, strong growth trajectory, and attractive financial returns” as key factors in the acquisition.
Jumbo Managing Director, CEO, and Founder Mike Veverka said:
“DCG has become a trusted leader in the UK’s B2C prize draw sector, which is meeting the rising demand from younger, internet-savvy consumers seeking unique products in an engaging digital format.”
“Jumbo’s two decades of B2C success in Australia and its world-class software, marketing, and customer management expertise provides DCG with the foundation to continue its already impressive growth.”
DCG Management to Remain in Place
DCG Director Marcus Hickling welcomed the acquisition, noting that Jumbo’s technology and operational capabilities will support DCG as it adapts to evolving market demands. “With ongoing changes in technology and increased competition in the prize draw space, I’m pleased that DCG will be part of Jumbo,” he said. DCG’s management team, including its three directors and founders, will remain in place through the earn-out period ending 31 December 2026, reporting to Tam Watson, head of UK operations at Jumbo.
The acquisition is intended to accelerate DCG’s growth in the UK by leveraging Jumbo’s expertise in software development, marketing, and customer engagement. The platform aligns with the habits of younger, tech-savvy consumers, allowing Jumbo to tap into an expanding market seeking unique, digital-first gaming experiences.
Regulatory Uncertainty in UK Prize Draws
The deal comes amid regulatory uncertainty in the UK prize draw market. Earlier in 2025, Baroness Fiona Twycross, Minister of State for the Department for Culture, Media and Sport, introduced a voluntary code for prize draw and competition (PDC) operators. Prize draws are not governed by the Lottery Act, and operators do not require a license from the Gambling Commission.
Lottery stakeholders have voiced concerns that prize draws could cannibalize traditional lottery revenues. Commission CEO Andrew Rhodes highlighted during the Betting and Gaming Council AGM: “We’ve seen the growth of large-scale prize draws, and that growth has been very significant.”
Jumbo said the acquisition will not materially affect its 2025 full-year results but provides the opportunity to strengthen its B2C presence internationally, accelerate growth through technology and operational synergies, and establish a leading position in the UK prize draw sector. With DCG now under its wing, Jumbo is set to combine its Australian expertise with a rapidly expanding UK market opportunity.
Source: iGaming Business
