I don't think he would need consent if he was advertising this within their own game...to their own players...on their own player boards/forums...
However:
The post here is an advertisement, in a public forum, for both game and lottery connected to it. Using Tolkien items for those who create a character in their game, collect some text-based gold and then turn it over for a "ticket?"
Sounds like using Tolkien in an advertisement to me.
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