Camelot extends digital reach with Facebook Live deal

Camelot extends digital reach with Facebook Live deal

Wednesday, November 23, 2016 Posted by Andy McCarron
Social media broadcast should reach a new, younger audience

UK National Lottery operator Camelot is reaching out to a younger audience after signing a deal to broadcast its Lotto draws on Facebook Live.

The move, which is due to launch from January 2017, is also designed to appeal to new players and audiences who may traditionally not have watched the results show on TV.

Tim Copper, Camelot’s digital director, said: “We’re delighted to be able to announce our new Facebook digital strategy – being able to offer National Lottery players the chance to watch a live Saturday night draw show within their Facebook feed is a hugely exciting development.

“It means we’ll be able to give players access to the content they want to watch – when, where and how they want to watch it. We know players still love the live draw element of The National Lottery experience, but changing lifestyle habits and trends mean we have to change the way we offer them that experience. This new partnership will deliver exciting, unique, bespoke content to National Lottery players in the palm of their hands.”

Facebook won’t be the only digital platform showing the results though as Camelot has also renewed its long term broadcast partnership with the BBC.

Under the new three-year deal, coverage of the results will be available across a range of digital and on-demand platforms via BBC iPlayer and online, while retaining an important BBC One presence on draw nights. The BBC will also continue to provide National Lottery draw results on Red Button and Red Button+ services.

The extended contract, which also starts in January, marks a recognition of changing trends where people are increasingly using technology to access content across multiple devices and platforms at home, at work and on the move – for instance more than 70% of National Lottery players now check their numbers online, while BBC iPlayer delivers well in excess of 200 million viewing requests for TV programmes every month.

Copper added: “We’re delighted to have signed this contract extension, maintaining the strong relationship that has flourished between The National Lottery and the BBC since The National Lottery’s launch 22 years ago.

“As consumer habits show an unrelenting shift towards digital platforms, we’re embracing these changes in players’ results-checking habits – providing content that they can access at all times, across multiple different touch-points. But it’s also great that we can continue to provide a service to those loyal BBC One viewers who want their lottery results available at a regular time as they enjoy their favourite BBC shows. This new deal will allow us to do both.”

Director of BBC content Charlotte Moore said that the deal reaffirms the BBC's commitment to The National Lottery and its ongoing relationship with Camelot. “We both recognise the need to provide audiences with more ways to access the draw results across a range of platforms that reflect changing behaviour.”

Totally Gaming says: Camelot hasn’t been slow in using digital platforms – it has leveraged its relationship with the BBC well in that regards and also has its own YouTube channel. But the deal with Facebook should help it reach a younger demographic, especially as it’s the social network’s first ‘appointment to view’ programme on Facebook Live for UK audiences – meaning that Facebook itself is invested in promoting the Lotto programme. 

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