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.

In 2007 "The Lucky Pig" was relaunched with a new design and with a brand new website.
The idea behind the new design at Lotto24 was to create a happy and colourful website with the purpose of introducing free lotto for all Danes as a direct competition to the state-financed lotto monopoly, Danske Spil A/S.

With the new design, Lotto24 could go for the large segment of players who just played for the fun of it and people who were not interested in spending a fortune.

Now you could win large sums of tax free money without having to make a single payment.

In 2010 Internet Zoo ApS bought the website Lotto24.dk with the purpose of making the website into the biggest provider of its kind in the world.
The mission for the newly created company, Lotto24 ApS, was quickly defined and it was now time to launch and promote free lotto all over the world.

This was also the year in which Lotto24 won one of the most influential legal cases concerning Danish gambling legislation of our time.
In a lawsuit filed by Lotto24 ApS regarding whether or not the state-owned gaming company, Danske Spil A/S had the right to the word "lotto" or not, the Danish Supreme Court ruled that Danske Spil did not have exclusive rights to this word.

2011 was a very active year at Lotto24 who launched websites in both Norway (www.lotto24.no) and Sweden (www.lotteri24.se).

Lotto24 ApS also launched a new design to give the websites a more professional look, removing "The Lucky Pig" and replacing it with a less lavish and simpler pig.

In 2012 Lotto24 ApS launched a website in Finland (www.pelit24.fi).
During the first month alone, more than 3,000 new members signed up for the website to play free lotto.

In 2013 Lotto24 ApS got an entirely new website when it was decided that “The Lucky Pig” would be relaunched. Several user surveys revealed that this was a happy reunion for our older members but also a fun new feature for new members who welcomed the pig as a natural part of Lotto24.ie.

In April, Lotto24 ApS launched its British website (www.lotto24.co.uk) which in only 14 days accrued more than 12,000 new members.

In September, Lotto24 ApS also launched its new French website (www.lotto24.fr) which during the first 2 months had acquired more than 5,000 new members.