Camelot to double National Lottery prices

Camelot is doubling the price of National Lottery tickets for the first time in almost 20 years in an overhaul of its weekly offering taking place in 2013 after market research indicated gamers wanted bigger payouts and more chances to win prizes.

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The price of a Lotto line will increase to £2 this year – the first since the National Lottery launched in 1994 – with prize money for matching three numbers increasing from £10 to £25 and average jackpot prizes increasing to £5m on Saturday draws and £2.5m on those taking place on Wednesdays.

The changes will also see the introduction of a new Lotto raffle that will generate over 50 weekly winners of a £20,000 prize in each draw according to Camelot.

Camelot developed the renewed offering after consultations with National Lottery players which indicated they wanted more diverse chances to win with bigger prizes without fundamental changes to the core proposition. See chart at bottom of story for full list of prize options.

Andy Duncan, Camelot UK’s MD, says: “We’ve spoken extensively with Lotto players to develop a re-energised game and the changes we’ll be introducing in the autumn to rejuvenate Lotto will give them what they have asked for.”

The updated offering will be promoted with a through the line campaign set to launch ahead of the changes coming into effect this autumn. It comes as Camelot reports that it has seen a 35 per cent increase in sales since 2002 and an increase in the number of people playing the game by 12 per cent in the last five years.

Earlier this week, Marketing Week revealed that O2’s existing marketing director Sally Cowdry was scheduled to join Camelot in the position of marketing and consumer director.

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