INSIGHT
ANNUITY LOTTERIES
WILL THEY HIT
THE JACKPOT
IN EUROPE?
The chance to win a regular income for life has proved to be a popular draw
among lottery players in the US and in Australia, writes Joanne Christie.
Now operators are hoping the format will be a winner here, too
OVER THE PAST FIVE YEARS
Camelot has done little to ingratiate
itself with lottery players. First it
doubled the price of National Lottery
draws to £2 in 2013, then in 2015
slashed the odds of winning by
increasing the number of balls.
Throw in the increase in the price
of EuroMillions tickets in 2016 and
increased competition from more
innovative operators such as the Health
Lottery and Lottoland, and it’s hardly
surprising the incumbent operator has
experienced a steady slump in sales.
The 2017/2018 financial year saw
something of a turnaround, something
even Camelot wasn’t expecting to
happen if comments made by its
CEO Nigel Railton are to be believed.
It had already taken some action to
reverse the decline in sales following
its strategic review last year and earlier
this month it announced some further
tinkering around the edges of the
main games.
More interestingly, however, it also
announced the planned launch of an
annuity game next spring. Though it
iGB Affiliate Issue 71 OCT/NOV 2018
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