Camelot is considering launching giant scratchcards based on popular games such as Monopoly and bingo in a bid to relaunch the ailing Instants brand.
The Lottery operator has revealed plans to improve sales of scratchcards – which have fallen from a peak of 44 million a week two years ago to about 15 million – in an exclusive interview with Marketing Week.
The company is also planning to train retailers at the 35,000 outlets which sell Instants to ask shoppers to buy scratchcards along with other purchases, such as online tickets.
Camelot’s senior brand manager for Instants Georgia Field says: “Occasional players like humorous games with lower odds. We want more extended play, such as a version of Monopoly or bingo.
“We are looking at developments in France, which already has Monopoly-styled games. It has been amazingly popular in research and it is a style people are familiar with.”
She says the extra-large scratchcards could be up to four times the size of existing Instants tickets. New scratchcard dispensers with larger cartridges are being delivered to retailers.