Kogan's Brazilian Million competition gives entrants the chance to prove their tipping prowess by picking the winner of each match (or correctly predicting a draw) in the group stage of the 2014 FIFA World Cup.
Although the grand prize is a million bucks, it will only be awarded if at least one entrant correctly predicts the outcome of all 48 games. If more than one achieves that feat, the prize will be divided equally.
And in any case, the prize isn't really $1 million, it's a stream of 10 annual payments of $100,000 - even if you expect inflation to stay at around 3%, that's worth less than $900,000. But that's not to be sneezed at.
Any top tippers that miss out on a first prize - and possibly entrants with the next-highest score - will be in the running for the 50 second prizes of $50 vouchers.
One million entries will be accepted, but it's strictly one entry per person.
Entries close on 11 June.
"The Socceroos making it to the World Cup is an amazing feat in and of itself. We're a great sporting nation that loves a bit of healthy competition. The time differences make it hard to follow international events sometimes, but we need to get behind the Aussies," said Mr Kogan. "We've launched this competition to get more people involved."
He added "Of course we also stand to benefit from the competition. Massive sporting events are a huge driver of TV sales - if we can help build Aussie engagement around the World Cup and get more of Australia behind the Socceroos, then it's a win-win for everyone."
Even if Kogan doesn't sell much additional product as a direct result of the competition, it's 'buying' as many as one million live email addresses for as little as $5000. Entrants can opt-out of receiving marketing emails, but how many will take the extra step required to do so?