Camelot trumps Lottery bid rival with Player Card

Camelot is planning to launch a National Lottery Player Card, which could lead to the end of play slips and Lottery tickets. The card will allow players to store their Lottery numbers and preferences for their favourite games.

The card – which will be optional – will mean retailers will be able to scan and update the information and players will not need to fill in a play slip or receive a Lottery ticket.

The Lottery operator plans to launch the card during the next licence period, if it gets permission from the National Lottery Commission. This week, the NLC appointed Camelot as preferred bidder to run the Lottery licence for ten years from February 2009. Camelot beat competition from Indian rival Sugal & Damani.

Camelot has unveiled a number of its marketing plans for the next licence period, including a World Draw and games with non-cash prizes to appeal to young adults.

But a spokesman says the Player Card is “probably the single most significant marketing innovation in the bid”.

The card allows players to enter their Lottery numbers online, register to receive notification of winning numbers and access information about local recipients of lottery good cause funding. Observers see it as a way of “psychologically locking in” players so they use the same lottery numbers every week.

The spokesman adds: “It will hugely improve customer convenience and put an end to the days of lost tickets. We have invested huge resources into this initiative.”

Meanwhile, the spokesman plays down the suggestion that Camelot was a “shoo in” to win the licence, an accusation made by Sir Richard Branson when he explained he would not bid.

He says: “The fact Sugal & Damani was appointed as reserve bidder means they passed the seven initial hurdles and put in a compelling business case.”


    Leave a comment