Camelot prepares for product overhaul and new game launch

Camelot prepares for product overhaul and new game launch

Tuesday, September 4, 2018 Posted by News Team
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Changes to games come as operator looks to maximise returns to good causes

The UK National Lottery operator Camelot has revealed that it will make changes to its existing Lotto and EuroMillions draw-based games, as well as launching a new annuity-based game next year.

The changes are being made as part of the company’s recent strategic review, which flagged product improvement as a priority for the National Lottery to drive long-term, sustainable growth and ensure high contributions to good causes.

“It was clear from the review that we needed to create a more appealing and balanced range of games that offers something for everyone,” Camelot UK Lotteries chief executive Nigel Railton said. “In particular, we needed to make our draw games stand out from each other and to give people the ability to play their way – with prizes, chances to win and prices to suit different tastes.”

This will see Camelot revamp its Lotto game to offer larger, fixed cash prizes from November 2018. The current secondary raffle game, which sees every ticket purchased allocated a code for the chance to win £1m, will be replaced with a fixed prize of £1m for every ticket that matches five numbers and the bonus ball.

The main jackpot, won for six correct numbers, will be won more often, with the prize pot only rolled over five times. Should there be no winning ticket after five draws, a new ‘Rolldown’ mechanic will see the jackpot shared across all winning cash prize tiers.

Retailers will also be given the chance to earn more commission, with a fee paid when a player claims a free ticket, won for matching two numbers, in their store. This is expected to lead to a £5m boost in commission paid to retailers each year. 

The changes to Lotto have been introduced after a previous attempt to revitalise the game, by having more numbers in the draw, ultimately harmed the brand, with customers complaining that it was too hard to win a major prize.

Changes will also be introduced for the EuroMillions game. Special UK-only draws, in which multiple £1m UK winners are guaranteed, will be ramped up. Funding for this will be raised by Camelot guaranteeing at least one UK millionaire per EuroMillions draw, meaning there will be a guaranteed payout of £2m each week. This is to launch with a special draw in Spring 2019, in which Camelot will pay out a guaranteed £40m to 40 players.

Also coming in Spring 2019, subject to regulatory approval, is a new annuity game, which will offer a regular, fixed monthly sum over a set number of years.

Camelot said that the game had been inspired by the success of similar products in other markets, and described it as “an entirely new proposition” for UK customers.

With the game not set to launch until 2019, the prize sums are yet to be finalised, though Camelot expects the top prizes to comprise of thousands being paid out each month for at least 25 years.

“The portfolio updates we are announcing today will complement the other initiatives we are bringing in across retail and digital, as well as our ongoing work to make The National Lottery brand more relevant and visible – and will ensure that The National Lottery as a whole continues to deliver for both players and Good Causes alike,” Railton said.

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