Lottery regulator Oflot has rejected plans by Camelot to launch a scratchcard game in conjunction with burger chain Planet Hollywood, because it says the prizes on offer were too small.
Camelot submitted proposals for the scratchcard game earlier this year, with prizes including free meals from the burger restaurants rather than cash. But a spokesman for Oflot says: “We received an application, but it was turned down for financial reasons. We didn’t believe the value of prizes was appropriate to the game.”
A spokesman for Camelot says: “It is the first time we have submitted an application for a game with non-cash prizes. Inevitably there were new issues we had not had in the past.”
Planet Hollywood marketing director Guy Laurence refuses to comment on the details of the game, but says: “During the course of the year we investigate lots of opportunities with a raft of companies.”
The decision is a further blow to Camelot’s plans to rejuvenate scratchcard sales and extend the National Lottery name into other brands. It was in talks to link up with burger chain Wimpy (MW January 8), though this has not materialised.
Camelot launches a new ad campaign featuring The Two Fat Ladies, Jennifer Paterson and Clarissa Dickson Wright, to promote its latest Instants scratchcard ticket, Bingo. The campaign, through Saatchi & Saatchi, breaks on July 5 and runs for two weeks. Camelot is reviewing its 19m account with Saatchi and is believed to be narrowing down the shortlist this week.