Looking at the real motivations behind ‘having a flutter’ we found that although the national lottery used to be about fun and bringing the family together, the fear of your numbers coming up without your having played was now the core driver.
This was one of a broad set of motivations we found. Tapping into them would allow us to push Camelot’s game strategy beyond scratch cards and draws.
This thinking led to the development of a game strategy that excited everyone from government, to consumers, and helped secure Camelot the third license to run the national lottery.
We have worked with Haines McGregor for a number of years. Their dedication to the task and exceptional insight into consumer needs has helped facilitate the creation of some wonderfully innovative concepts for the future National Lottery game portfolio.
Diane Thompson, CEO Camelot Group Plc
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