[citation needed] It was founded in 1989 by Novamedia, a marketing agency that sets up and runs charity lotteries.

[1] As required by the Dutch government, forty percent of the proceeds of this lottery are donated amongst 81 charities, which, in 2010 amounted to over 270 million euros.

[2] Prize winners are the lot owners whose postal code, a code that forms part of the winners' residential address, has been drawn.

Anticipations of post-decisional regret influence decisions to play the Postcode lottery.

[4][5][6][7] Novamedia has expanded the Postcode Lottery format in several European countries:[8] Several notable individuals endorse the lottery, and have been appointed ambassadors, including:[9][10] Ambassadors International ambassadors Deceased ambassadors Figures are in millions of euros: Charities receiving proceeds include:[12] [13] Media related to Nationale Postcode Loterij at Wikimedia Commons