NMLS New Media

    New Media Lottery Services

NEW MEDIA LOTTERY SERVICES

FIRST DAY OF DEALING ON AIM

New Media Lottery Services plc ("NMLS" or "the Company" or "The Group"), a
provider of white label new media lottery game solutions to charities and other
lottery licence holders outside of the U.S.A., is pleased to announce that the
Company's ordinary shares ("Ordinary Shares") have today been admitted to
trading on the AIM market ("AIM") of the London Stock Exchange plc. The
Company's ticker is "NMLS".

The placing ("Placing") was priced at 50 pence per share ("Placing Price") and
comprised 3,672,572 new ordinary shares. The new ordinary shares represent 14.96
per cent of the enlarged share capital. Immediately after Admission, the Company
has 24,550,000 ordinary shares in issue and a market capitalisation, at the
placing price, of GBP 12.275 million.

The definitions of the terms used in this release are included in the
prospectus, which was published today and is available at the offices of
Zimmerman Adams International Limited, New Broad Street House, 35 New Broad
Street, London EC2M 1NH. Zimmerman Adams International Limited is the Company's
Nominated Adviser and broker.


NOTES TO EDITORS

Company Overview

NMLS supplies and operates lottery games that are played on the Internet for
lottery operators and charities and intends to develop its software for use on
other new media platforms, including mobile telephones and interactive
televisions. It enters into long-term agreements, with its clients to provide
services in return for a percentage of the lottery's net sales and currently
operates lottery systems for three clients, including Rehab Net Games Limited in
Ireland, and has entered into contracts with two additional bodies to provide
services in the future. The Group also intends to design and distribute games
for use on other hardware platforms for licence fees and has a contract with
Inspired Broadcast Networks to deliver games for use on their video terminals.

When implementing a contract, the Group intends to:

--  analyse the local gaming environment, including the client's operations,
    business practices and the gaming preferences of the market;

--  design, install, operate, host and maintain the internet lottery systems. It
    intends to develop its systems for use on wireless devices and interactive
    TV. These systems are designed to be efficient to manage and cost effective
    for the client;

--  work with the client to design and implement marketing strategies which
    encompass traditional advertising media, public relations and co-promotional
    campaigns and banner advertising aimed at enhancing ticket sales and
    increasing the net proceeds an organisation generates from its lottery. In
    the Group's experience a CLO can benefit from advantageous discounts to
    media rate cards and the Group will work with the client to negotiate
    optimal purchasing strategies; and

--  design or purchase games and formats to appeal to the local market, promote
    player retention, attract new players and increase prize money in order to
    increase interest in the lottery, thereby increasing ticket sales and
    drawing additional attention to the charitable cause.

The Global Lottery Market

Lotteries are typically government licensed fundraising organisations. National
and local governments throughout the world seek to supplement public
taxation-based funding for particular public purposes such as education, sports,
humanitarian services or economic development through alternative means such as
issue-specific lotteries. In many jurisdictions, governments grant lottery
licences to charitable lottery organisations (CLOs) to provide additional
funding for these important social programmes. These are typically the Group's
target clients. The Group's business is not dependent upon being awarded any
such licences itself.

The global lottery market is large. Total world lottery sales in 2004 are
estimated at $187 billion (source: La Fleur's 2005 world lottery almanac), with
approximately 200 lotteries reporting. Europe has the biggest share of the
global market at $94bn (50 per cent) with North America accounting for another
$54bn (28 per cent). Asia and Latin America account for 16.5 per cent and 1.6
per cent respectively.

The global lottery market measured in terms of gross win market is estimated to
be worth $73.5bn*. Gross win means the net revenue that the lottery receives
after paying out winnings to players.

The Group segments the lottery market into two primary areas. Tier 1 comprises
national lottery licence holders (such as the UK National Lottery). Tier 2
comprises regional government licensed lotteries and licensed lotteries, often
run for or on behalf of charities (CLOs).

The market for the supply of systems to the Tier 1 licence holders is extremely
competitive and dominated by large companies such as GTECH Corporation and
Scientific Games Corporation. These companies generally invest substantial
capital in land-based games and dedicated equipment, including print facilities
to produce instant "scratch" tickets, sales terminals for lottery games and
video lottery terminals.

While the rate of growth in the overall lottery market is expected to slow
(forecasts indicate that the net win for the industry will rise to $77.5bn by
2008*) the online lottery market is expected to show strong growth. The world
online lottery market* represents 8 per cent of the online gaming market with a
gross win in 2004 of $736 million. It is expected to grow to 11 per cent of the
online gaming market* by 2008. With the online gaming market* itself expected to
almost double in size to $18bn by 2008, online lotteries are expected to have a
gross win of $1.98bn, representing a more than doubling of the online lottery
market size between 2004 and 2008 (*source: Global Betting and Gaming
Consultants, March 2005]).

Products, Services & Technology

The Group's lottery systems can be operated through a central platform designed
to be re-branded for each individual client. Individual staff members are
allocated to liaise with CLO personnel concerning client operations, including
specialists dedicated to website operation, marketing, and product offerings and
customer service representatives who can service and maintain the system.

A client lottery website is hosted on local servers which are designed to
service a high number of users simultaneously and to provide a high level of
security on a 24/7 basis. Central computer installations in Calgary, Canada
include redundant computers, various peripheral devices (such as magnetic
storage devices), and safety, environmental control and security subsystems
(including redundant power supply systems). The software is designed to provide
rapid processing, a high degree of security and redundancy to guard against
unauthorised access and tampering and to ensure continuity of operations without
data loss. Avoiding website downtime is essential both to the Group's reputation
and to the client's ability to maximise their revenues. The Group is responsible
for monitoring and maintaining the websites and servers on a 24/7 basis to
minimise the possibility of downtime or loss of service. Players can register on
clients' websites in confidence, deposit funds in a safe and secure manner and
begin playing games shortly after acknowledgement of registration by the lottery
operator. Financial transactions are executed behind firewalls using encryption
software.

The Group intends to expand the distribution of various games to include access
via wireless and mobile telephones and other new media. Once a lottery has
achieved certain operating parameters, the Group intends to identify and obtain
the services of local telephone/wireless companies and establish working
protocols to provide private and secure access to the client's lottery games.
Players would then have access to a wide range of games developed specifically
for these devices and be able to play anywhere within the relevant service
coverage area. The Directors believe that wireless games will be of particular
appeal to young adult players who have integrated these technologies into their
everyday lives and that adding new devices will generate new revenue streams.

The Group also intends to introduce new game formats such as bingo and video
lottery games, casino slot and video terminal games. The Directors intend to
market this product line as a substitute for casino gaming to attract
traditional casino players particularly in jurisdictions where casinos are
illegal. The Directors further believe that video lottery programmes have the
potential to become prominent on a number of wireless devices.

The Group operates a portal website called www.gelotto.com. Each client website,
dependent upon the gaming laws and regulations of the jurisdiction in which the
client is situated, can have a link to this portal, which provides links to
other clients' gaming sites. As the pass-through portal is further developed,
the Directors believe that it will: (i) be an efficient and cost effective means
of increasing prize amounts and building a player base (ii) lend credibility to
clients' operations because of their association with a professionally managed
organisation; and (iii) help develop corporate brand recognition and loyalty
amongst players. The Directors believe that the charity lottery concept could be
leveraged to obtain discounts on advertising packages. It is intended that these
programmes should serve to reduce operational and promotional costs.
For further information, please contact:

Shared Value Limited
Nicolas Duperrier
Investor & Media Relations
Tel. +44 (0)20 7321 5010
Email: nmls@sharedvalue.net

New Media Lottery Services plc, trading through its wholly owned subsidiary New
Media Lottery Services (International) Limited, ("NMLS" or the "Company")
operates and markets a variety of lottery games for charities and other lottery
licence holders outside of the U.S.A. which were developed by its parent
company, New Media Lottery Services Inc.. These games include electronic
versions of popular lottery products such as instant scratch, keno and bingo,
which the Company intends to develop on a variety of platforms including
personal computers, mobile phones and Internet kiosks. The Company and NMLS Inc.
develop long term contracts with international clients and currently provide
services to organisations in Ireland, the UK and Belize, and Brazil and
Guatemela respectively.

THIS ANNOUNCEMENT IS BEING MADE ONLY TO THOSE PERSONS TO WHOM ARTICLE 47(2) OF
THE FINANCIAL SERVICES AND MARKETS ACT 2000 (FINANCIAL PROMOTION) ORDER 2005
APPLIES (PERSONS IN THE BUSINESS OF DISSEMINATING INFORMATION) AND IS NOT FOR
ISSUE, PUBLICATION OR DISTRIBUTION IN OR INTO ANY JURISDICTION OUTSIDE THE
UNITED KINGDOM AND WITHOUT LIMITATION TO THE GENERALITY OF THE FOREGOING IS NOT
FOR ISSUE, PUBLICATION OR DISTRIBUTION IN OR INTO THE UNITED STATES OF AMERICA,
CANADA, AUSTRALIA, THE REPUBIC OF IRELAND OR JAPAN.

THIS ANNOUNCEMENT SHALL NOT AND NO PART OF IT SHALL CONSTITUTE OR FORM PART OF
ANY OFFER FOR SALE OF OR SUBSCRIPTION FOR ANY SECURITIES OR ANY SOLICITATION OF
ANY SUCH OFFER NOR SHALL IT, OR ANY PART OF IT, FORM THE BASIS OF OR BE RELIED
UPON IN CONNECTION WITH ANY CONTRACT OR COMMITMENT WHATSOEVER.

THE SECURITIES THE COMPANY INTENDS TO FLOAT ON THE AIM MARKET OF THE LONDON
STOCK EXCHANGE HAVE NOT BEEN REGISTERED UNDER THE US SECURITIES ACT OF 1933, AS
AMENDED (THE "ACT"), AND MAY NOT BE OFFERED OR SOLD IN THE UNITED STATES OR TO A
U.S. PERSON ABSENT REGISTRATION UNDER THE ACT OR AN APPLICABLE EXEMPTION FROM
THE REGISTRATION REQUIREMENTS OF THE ACT.

THE COMPANY DOES NOT INTEND TO OFFER OR SELL ANY OF THE SECURITIES BEING FLOATED
ON THE AIM MARKET, OR OTHERWISE ENDORSE A MARKET FOR SUCH SECURITIES IN, THE
UNITED STATES.

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