Lottery Jackpot Communication - Camelot

Camelot is the Operator of the UK National Lottery, one of the most cost-efficient lotteries in the world.

Traditionally, they send Point of Sale (PoS) packs to retailers to promote the Lotto and EuroMillions games in-store, where there is a dependency on the retailer to unpack and display the PoS correctly. 

Since the jackpots rollover, it is not possible to create and ship PoS packs in time, which leads to poor jackpot communication and reduced sales

Following a successful tender process and a 90 store trial, 2500 wireless jackpot communicators were rolled out across the UK, managed by a central secure web-application that automatically distributed the most up-to-date jackpot information. Camelot saw positive results: -

• 3% sales uplift for the main Lotto draw to the benefit of good causes, retailers, prize winners, Camelot and the government.
• Accurate jackpot communication.
• Increased player awareness, especially for the new EuroMillions game.
• It created a sense of excitement in-store.
• Less time was spent on POP administration.
• Reduced retailer dependency and involvement