Camelot announces new strategy to return National Lottery to growth
Operator also announces new permanent CEO as H1 sales drop 3.2%
Camelot has announced a new four point plan to return The National Lottery to growth, following the first stage of a strategic review into the company’s operations.
The plan includes additional investment in Camelot’s online and retail channels, an improved range of games, and a “reinvigoration” of the National Lottery brand.
The new areas of emphasis come from Nigel Railton, who has been conducting the review and was also named permanent CEO of Camelot today.
Railton, who was leading the business on an interim basis following the departure of Andy Duncan in April, said: “It’s a privilege to have been given the opportunity to run Camelot’s UK business.
“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.
“However, given the areas for improvement that we’ve identified during the strategic review, Camelot’s impressive track record of success over the long term and the first-class team that I’ll be working with, I firmly believe that we have an excellent platform to get The National Lottery back where it should be next year – in growth, creating more winners than ever before, and delivering even more money for the millions of people and thousands of communities for whom National Lottery funding is so crucial.”
Camelot’s first of four stated priorities is an improved range of games, which will see the operator tweak existing lotto games, introduce annuity style payouts and modify instant win games.
The second priority is upgraded digital capability, which will see investments in CRM, security, and mobile apps.
Elsewhere, Camelot will upgrade its retail presence and “reinvigorate the National Lottery brand” by emphasising its unique “good causes” work.
The strategy will look to arrest declining revenues, with total H1 National Lottery ticket sales down 3.2% year-on-year to £3.28bn.
“A fall in sales is never welcome but, as we announced in June, we did anticipate a further sales decline this year – so our performance over the half-year is in line with expectations,” Railton said.
“Despite the challenges we’ve faced, we succeeded in returning almost £2.6 billion to Good Causes and players in just six months – underlining the massive difference that The National Lottery continues to make to the lives of people and communities throughout the UK.
“Everyone at Camelot is fully committed to ensuring that this success story continues, so I’m really encouraged that we’re now seeing early signs of improvement as a result of what we’re doing – and that gives us a great springboard to return to growth next year.”