The new CEO of UK national lottery operator Camelot, Nigel Railton, has revealed his plan of action to help improve sales. Half-year results for 2017/2018 showed a 3.2% fall in lottery ticket sales over the same period last year.
Railton stated, “Coming off the back of last year’s disappointing sales performance – and in the face of the very real threat posed by intensifying competition from the wider gambling sector, which benefits from significant taxation advantages, and continuing doubts over the economy – I don’t underestimate the challenge ahead of us. It is going to take some time to turn things around”.
He identified four principles in his plan of action: improving the lottery’s range of games; investing to enhance the retail offering; upgrading its digital capabilities; and reinvigorating The National Lottery brand.
GBGC highlights a selection of some of the initiatives planned under these principles:
• Camelot will make its games stand out from the crowd – and each other – by positioning EuroMillions, Lotto and Thunderball as distinct products, with prizes and prices to suit different needs and pockets.
• Given the growing number of players who dream of long-term financial security rather than big jackpots, Camelot will explore ways of satisfying this demand with an annuity-style game.
• Camelot will double the size of its sales force to help it forge stronger relationships with its retail partners.
• Camelot will invest £20 million in retail initiatives designed to boost levels of engagement and improve in-store display, merchandising and game availability – all of which will help retailers to make the very most of having The National Lottery in their stores.
• Camelot will continue to fulfil its mission to ensure that ‘lots of people play a little’ by making the best use of the detailed player segmentation data it holds to attract the broadest player base possible.
• Camelot will continue to invest substantially in player protection initiatives to meet the high standards expected of The National Lottery.