Lottery sales `need to double’ claim…

National Lottery sales are falling well behind targets agreed with its regulatory body Oflot, according to Verdict Research, one of the UK’s most respected retail specialists.

Camelot will need to double sales of Lottery tickets to meet its target of about 4.6bn income each year, or 90m each week. At present sales are languishing at an average of 52m.

Verdict analyst Clive Vaughan says: "With all the launch publicity, the Lottery has not achieved its targets, and it is still in its honeymoon period. As enthusiasm dies away, sales will have a long way to go."

Other critics say Camelot has been over-optimistic in its sales forecasts, and point out that selling 90m of tickets a week is equivalent to every eligible citizen buying at least two tickets.

Camelot insists sales are on target for the first months, though it refuses to state the targets. It says sales will rise as more outlets go on line to sell tickets. Weekly sales have increased by nearly nine per cent over the first two months.

Also the launch of new games will keep the momentum going, says the operator. An instant win game is planned for the spring, and the company says there could be more games launched.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here