Camelot signs first Lottery licensing deal with CardCall

National Lottery operator Camelot has signed a licensing agreement with phone card operator CardCall to launch a card in September backed by a 1m advertising campaign through Team Saatchi.

The news comes as Marketing Week reveals the financial details behind CardCall and its founder, Michael Zwebner.

The new National Lottery ANYphone card will replace CardCall’s generic ANYphone card, currently distributed on trial through WH Smith subsidiary D Services.

The announcement comes as CardCall announced to the City that it intends to seek an AIM float to raise 2.3m to fund the ad campaign and its Canadian subsidiary CardCaller Canada.

Zwebner says he aims to have 5 million cards in circulation by the end of next year.

CardCall had a distribution agreement with D Services to test the generic ANYphone cards in the Midlands. Zwebner says the National Lottery ANYphone cards have more advanced technology and can be used in over 40 countries.

D Services business development manager Darren Mason says the cards would be replaced once the National Lottery cards become available.

Analysis, page 24

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