With reference to your article “Camelot gambles on a global scale” (MW November 1), I would like to reply to the critics you quote who describe our marketing as “quite appalling”.
Sine the launch of National Lottery Instants in March 1995, Camelot has created a new 1bn market sector and positioned Instants as its market leader, with a 90 per cent share of this increasingly competitive market.
Our charity scratchcard competitors have also benefited from Camelot’s expansion of the market, with their share doubling in value – from 43m before Instants to nearly 100m now.
While it is true to say that weekly sales have dropped from their initial high to a more consistent level, this was entirely expected and follows the experience of other lotteries around the world. However, even at current sales levels, Instants is still the UK’s largest impulse brand with sales equal to the next three biggest brands (Coca-Cola, Walkers crisps and Kit-Kat) added together.
Most importantly, based on current sales projections, we estimate that by March 1997 Instants will have contributed 6m more to good causes than was originally planned in our bid.
Bearing this in mind, your statement that “the operator has seen the collapse of the scratchcard market” seems more than slightly exaggerated.