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The consortium is closely guarding its initial sales figures. But according to British lottery expert and economics professor Ian Walker, the game's design seems sound. It's simple to play, with punters picking five numbers and two "lucky stars" for weekly jackpots of at least $19 million. "The trick is in having enough rollovers so that people stay interested, but not too many that they think there's no chance of winning," Walker explains.

Perhaps the most important element of a successful lottery -- evolution -- was written into EuroMillions' design from its inception. Most games face times when players loose interest, forcing the designers to change the rules or risk losing sales. With the new lottery, other European countries are expected to join over the next two years, continually spurring growth, adding sales -- and edge -- to the game, backers figure.

Three days before the draw, news broke that a billboard with a EuroMillions ad had crashed down on three vans in Birmingham, causing tens of thousands of dollars worth of damage. And on the launch day itself, the new game's $19 million jackpot was overshadowed by the $32 million double rollover of the Britain's existing national lottery. To cap it all, only one British player scooped a six-figure sum.