Location-based lottery games developer Geonomics has announced the launch of its flagship game GeoLotto in the UK market.

GeoLotto offers players the chance to win a jackpot of £1m each week by correctly picking a location on a map, and held its first draw on September 27th.

The games uses the Google Maps interface to divide the UK into purchasable blocks, with the geo-blocks replacing the conventional number selection of traditional lottery games.

Geonomics co-founder and sales director Henry Oakes commented: “I am delighted to see GeoLotto.com, our latest development hit the UK market. This marks a significant milestone in our journey to present an innovative, well-tested and engaging location-based lotto game that we know players will enjoy playing.”

“True to our core development values of building technologically-robust products with the player always at the forefront in our minds, GeoLotto.com comes to the market refined and improved upon by over 12 months’ of real players’ feedback,” Oakes added. “It has undergone extensive, continuous agile testing to provide the very best user experience.”

Geonomics, formerly Roboreus, launched its first location-based game GeoSweep in the UK in October 2010, before rolling it out in Canada in 2012 with the Atlantic Lottery Corporation, which also invested in the business.

The game was subsequently withdrawn so that the company could further improve the offering, with the launch of GeoLotto marking the culmination of more than a year of development and enhancements.

Geonomics is now partly controlled by German lottery broker Tipp24, which announced in March that it would seek to acquire a majority shareholding in the business.