An expanding island eGaming company is enlisting cheeky comic Keith Lemon, a household name on the telly, to advertise its services.

Annexio, which employs 40 staff in the island, is growing and moving out of its base at Anglo International House in Lord Street, Douglas, across to Fort Anne in the capital.

It also has a string of vacancies available.

The business is what is known as a secondary lottery company, which means online customers can, in effect, bet on the results of lottery draws around the world including the American Powerball.

Tom Brodie, founder and director of Annexio, revealed the business is planning to change one of its brands. World Lottery Club is changing its name to lottogo.com

And Keith Lemon is to be the star of the TV commercial which is due to be filmed later this summer.

Lemon is easily distinguished by his Yorkshire accent, bleached hair, ginger moustache and fake tan. He is a fictional character created by comedian Leigh Francis.

He is known to millions of viewers for shows such as Celebrity Juice and Through the Keyhole.

More recently he has beenstarring at peak times on Saturday in the Keith and Paddy Picture Show with fellow funnyman Paddy McGuinness.

Mr Brodie told Business News it seemed appoproiate that as part of the growth of the business TV advertising should follow as the next step.

‘We are changing the name of the brand to Lottogo because it is short, punchy and memorable. And we felt that someone such as Keith Lemon is ideal. He is fun and vibrant, just like the brand.’

Annexio has been working with the comic and his agent and filming is due to start after the World Cup.

It is still early days for the campaign which was first revealed by Mr Brodie to an audience in the main hall at the Villa Marina at last week’s ISLEXPO. Annexio were a headline sponsor of the business event and issued sticks of rock with the lottogo.com logo to visitors.