Camelot to launch SMS Lotto service

National Lottery operator Camelot is to reveal a £100m jump in sales during the first half of this year as it today (Wednesday) unveils its latest technological innovation – a play-by-text lottery service.

The new service, Camelot’s latest attempt to boost sales, will allow players to pick their numbers via a text-message service, which will be available across all mobile networks.

The surge builds on Camelot’s shock full-year sales U-turn, after six years of gradual decline. It will also mean the Lottery operator’s marketing budget will increase next year – it is fixed at a minimum 1.5 per cent of sales.The &£100m rise equates to a 4.7 per cent jump in sales in the six months to September 25, to a total of &£2.35bn. This outpaces the one per cent full-year rise in sales last year, which was exclusively revealed in Marketing Week (MW April 29).

Sales of the core Lotto games are expected to be roughly static, with a 0.7 per cent increase to &£1.6bn. Growth is being driven by non-Lotto games, sales of which are understood to be up 14 per cent to &£748.8m.

Company insiders point to online and interactive television sales in particular as sources of growth. They are understood to average over &£1.5m per week, while weekly sales of scratchcards have risen 13 per cent to &£13m.

Camelot is also to launch its largest prize scratchcard game to date, as well as a special &£10m Lotto jackpot, as part of its tenth birthday celebrations later this year (MW September 23).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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