Camelot credits digital push as it posts record National Lottery sales

Camelot has credited its focus on digital following the launch of new online and mobile platforms after announcing record UK National Lottery ticket sales for its 2014/15 financial year.

The company today (27 April) announced UK National Lottery ticket sales of £7.3bn for its 2014/15 financial year, up by 8.1% year on year.

It also raised £1.8bn for its Good Causes initiatives, up £45m year-on-year, making the total raised to date to over £33bn.

While retail remains its largest channel in terms of sales, Camelot says the launch of its new online and mobile platform in September saw smartphone and tablet sales grow by 60% year-on-year, now accounting for 36% of all interactive sales.

Tim Copper, digital director of Camelot UK Lotteries Limited, said: “The work we’ve carried out to transform our digital services has played a key role in this year’s record-breaking performance – but we won’t be resting on our laurels.

“Our success will continue to be driven by our focus on first-class digital innovation, and offering our players an enhanced game portfolio and even greater convenience.”

In April, Camelot announced it will launch a new brand identity for The National Lottery and its portfolio of games in July as part of the overarching “Life Changing” strategy which the brand introduced 18 months ago to bring together the connection between winning and National Lottery-funded initiatives.

As part of the brand refresh, the iconic National Lottery “crossed fingers” logo, which is recognised by 95% of adults in the UK according to the company, will be placed on every game, while online Instant Win and Scratchcard games will be placed under the umbrella brand “GameStore” across digital and retail.

“We’ve a number of exciting initiatives in the pipeline which will ensure that we build on this year’s exceptional performance, and deliver even more for winners and society in the years to come,” Copper added.

Total interactive and subscription sales hit a record £1.3bn in 2014/15, up by 13.9% since 2013/14, while total prize money awarded was up by 11.2% to £4bn over the year.

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