I bought a lottery ticket yesterday, for the pan-Scandinavian Viking lotto. I buy lottery tickets every five years or so. And I always get just as surprised/mad/pissed when I don't win. I mean, if you want to keep the newcomers you have to show some effort... how about letting all people new to the game win a trifling amount, say 10.000 Krónur and then I'm sure they'd keep buying until they're old and grey and fat and really, really poor 'cause they bought all those lottery tickets.