On a related note:
There was a trend for this sort of thing a few years back. People would have a fancy car as a prize and have some simple looking game of chance to win it, e.g. roll 6 sixes and win the car. Prices were set at 50p. The chance of winning is 1/46,656, so strict probability dictates that your car should cost no more than £23,000. As there is a 10% chance of someone winning after 'only' ~4,500 goes, then the organiser takes out insurance against anyone winning the car because, in all likelihood no one will win it at all.
Still quite low income for relatively complex process.