Camelot reveals its plans for Lotto growth

21 November 2017

Lotto operator Camelot plans to introduce new competitions, make games available at self-service checkouts and discounters and upgrade is digital offering, in a bid to reinvigorate the National Lottery brand.

The announcement follows a wide-ranging review conducted in the summer aimed at getting The National Lottery back to growth.

Camelot said it is testing a number of possible game options, all of which could be introduced without needing to change either the price or number matrix. The company will introduce a Tuesday Thunderball draw in the New Year and EuroMillions HotPicks – a variation on its popular Lotto HotPicks game – in early 2018.

The lottery operator will also modify its range of in-store and online instant win games to give people greater choice and better access to games.

Camelot said one of its priorities is making National Lottery games available at self-checkout, as well as in discounters. The lottery operator will invest £20m in initiatives to boost levels of engagement and improve in-store display, merchandising and game availability.

The company will continue to improve players’ mobile experience following the recent launch of the full version of The National Lottery App for Android.

Meanwhile, Camelot reported that total National Lottery ticket sales for the six months to 23 September 2017 fell 3.2% to £3.28bn. The company awarded £1.86bn in prize money to players in the half-year, creating 144 new millionaires in the process.

During the period Camelot generated direct returns for National Lottery Good Causes of £746.6m, 4.7% lower than the same period last year.

More on this story in the December issue of The SubPostmaster.