Interesting idea but very high risk. What if people decide they wont trust the new Lottoshares brand? What if marketing fails?
Online gambling seems much safer. We need another interview, with a lot more information, specifically on marketing with real data backing the marketing strategy, and success rate tracking so that perhaps even in realtime the Lottoshare holders can see the growth rate.
If Lottoshare holders see steady growth in the gambling base, and see success in marketing in a quantified way, then once a critical threshold is reached it will become self sustaining.