One thing (among many, like some excellent fish) the Swedes have over us is the V75. The jackpot pick 7 is sold weekly throughout Sweden and has an average total prize pool of $15M per week. This bet is of course on harness racing, in a country pretty mad for it.
One thing big pool bets do is allow for syndicates. In the US and Canada, archaic betting laws tend to frown upon these syndicates, which I believe is a major reason we do not see our game more mainstream.
Here is an example of a syndicate for the V75 in Australia. It gives lotto minded people a chance to play a simple bet, and perhaps walk away with a whole lot of money.
It is something that the industry should look into here in North America more and more in my opinion.
I guess this gives me time to place up my favorite horse racing commercial ever. It is not for a race, or a horse, or a movie. It is for a harness racing bet - the V75. Now we're talking.