Camelot puts Big Brother Instant Win game online

Lottery operator Camelot has launched a Big Brother 6 Instant Win game on its website, developed in conjunction with Channel 4.

The interactive game, which made its debut at the same time as this year’s show, puts players inside a virtual version of the Big Brother house, where they can win prizes by getting on camera, hooking up with other housemates and completing tasks.

The top prize in the game is &£80,000 – the second-biggest jackpot ever offered on an Instant Win game.

Overall odds of winning a prize are one in three and the game costs &£2 to play.

The Big Brother game has been developed by Camelot’s in-house multimedia team and agency Public Creative, which has developed other National Lottery Instant Win Games with Camelot, including one based on the show I’m a Celebrity Get Me Out of Here! and an online version of the Scrabble National Lottery Scratchcard.

Camelot reported a 600 per cent growth in its interactive sales, which includes online, mobile phone and interactive TV, in its yearly results, published last week.

Interactive sales now stand at &£87.5m, making the UK National Lottery the largest interactive lottery in the world.

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