INSIGHT
as UK Lotto at one in 45 million and
substantially lower than the one in
139 million on EuroMillions.”
It seems then that for a variety of
reasons, annuity lotteries do appeal
to a certain group of players. But
whether or not Camelot’s offering will
be a success remains to be seen.
If it is, a likely side effect will be an
uptick in sales for secondary lotteries.
Although they will not be able to
offer bets on Camelot’s product, the
increased awareness of the annuity
concept among UK and European
players – an annuity lottery has also
recently launched in Germany – will
probably see more players wanting
to place bets on products such
as Cash4Life.
“We will definitely get quite a lot
of sales from it,” says Essen. “The
products that are pushed through
external advertising perform much
better than other products that are not
as well-known in certain countries.”
Essen highlights Australia, for
example, as one of the areas in which
Cash4Life has been particularly
popular with MyLotto24 players.
She puts its success down to the fact
that annuity lotteries are now being
“It doesn’t change
your lifestyle as
much as a big
jackpot but you have
that cash comfort.
That is why people
like it”
offered by official lotteries operating
in Australia.
Another bonus for the secondary
lotteries is insurance savings. Neither
Lottoland nor MyLotto24 insure bets
on the products, presumably because
the winnings can be covered by their
profits in the relatively unlikely event
of a winner, although it’s worth
mentioning that MyLotto24 had a
second prize winner – who receives
£1,000 per month – on Cash4Life in
the first week it offered the product.
As well as alienating players with
its game changes in recent years,
Camelot has also cultivated a rather
hostile relationship with secondary
lottery operators. Ironically, in this
latest attempt to appease the former
it may well be the case that it ends up
providing a boost for the latter.
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