Could this be a thing: lottery arbitrage, exploiting the difference between expected return and maximum reward.
In reply to @christianp
Someone who was going to spend £5/week on the lottery instead gives that to me. I don't buy lottery tickets, but occasionally they 'win' a prize, with expected value greater than the real lottery. I make sure I stay in profit. Win/win, right?
In reply to @christianp
Alternately, I offer a bigger amount of money than the real lottery, just less likely. Caters to people who play the lottery for the possibility of winning big, not the expected return.