How has Camelot posted record sales after price increase?

How has Camelot posted record sales after price increase?

Wednesday, April 29, 2015 Totally Gaming

Camelot, the operator of the UK National Lottery, has announced record sales figures for the 2014-15 financial year.

Camelot registered ticket sales of £7.27bn (€10.15bn/$11.17bn), an increase of £546m on the previous year, and the highest figures recorded since it began operating in 1994.

It was the first full year of sales since Lotto was relaunched in October 2013 with a controversial doubling of ticket prices and a huge publicity wave.

However, while Camelot was keen to publicise its record figures, the number of tickets purchased does not compare favourably with previous years.

Total sales of draw-based games in 2014-15 were £4.65bn, which was an increase of £59 million on 2013-14. However, with ticket prices for Lotto tickets twice the cost of previous years, that figure is dwarfed by the £4.39bn of draw-based sales achieved in 2010-11.

“The National Lottery is all about changing lives – for the hundreds of thousands of beneficiaries of lottery funding and for all of the winners we create,” Camelot chief executive Andy Duncan said.

"Having raised almost £1.8 billion for National Lottery projects and awarded over £4 billion in prize money to our players during the year, we’re delivering on that promise.

"We want to build on this year’s record-breaking performance, and deliver even more for winners and society in the years to come.”   

In the year to March 31, 2015, Camelot raised £1.80bn (excluding investment returns) – more than £34m each and every week – for good causes, taking the total delivered to date to over £33bn.

The company was delighted by the launch of its new digital platforms, with sales through smartphones and tablets soaring by over 60 per cent on the corresponding period last year and now accounting for over a third of all interactive sales.

Duncan added: “Our success will continue to be driven by our focus on digital transformation, innovation, and offering our players an enhanced game portfolio and even greater convenience."

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