LuckyMe was part of a large multi-year, multi-strategy initiative by USA casino operator Harrah's Entertainment to enter all sectors of the United Kingdom gambling market. In addition to the LuckyMe Internet offering, Harrah's simultaneously launched a highly publicized and promoted effort to win license approval from the UK government to build massive, USA-style casino resort destinations in government-selected locations such as Bristol, Manchester and Glasgow. At the same time, Harrah's also entered into a joint-venture with the large, successful UK bingo-hall operator Gala Bingo to together develop a number of smaller, regional bingo and casino gaming locations. Harrah's also entered negotiations with UK satellite-TV operator BSkyB to launch an interactive-television gambling channel.