Published on 26th May 2016 by Becky Mosley

Despite a decline in draw-based games, Camelot has announced that the UK National Lottery generated record sales in the year leading to March 31^st, 2016.The revenue, which amounted to £7.6 billion, was an increase of £317 million on the previous year and an all-time high for Camelot.Around £6 billion was shared between winning players and good causes, with the former receiving £4.2 billion, and £1.9 billion going to the latter.Despite this increase in sales, there is cause for concern as draw based lottery games fell from £6.2 billion to £4.6 billion.The National Lottery ranks fifth in the world in terms of sales, but only 52^nd in terms of per capita spend.

Revamp

Camelot shut down any fears that there may be about the decline in draw-based games by pointing out that Lotto sales rose 14% in the second half of the year, after a revamp that saw 10 extra draw balls and more prizes for players.Camelot chief executive, Andy Duncan, said of the rise in revenue:“This was the year we saw mobile really coming into its own, which helped generate growth, along with the rebrand of our Lotto brand.”Consumer and retail director for Camelot, Sally Cowdry, added:“Mobile is enabling us to get to know our customers whichever channel they choose to play through, so if our retail players have our app we can communicate directly to them and make sure they’re up to date with our news and relevant content.“We’re focused on making sure our end-to-end experience is both easy and entertaining.“We’re living in an experience economy and millennials don’t care about owning stuff, they care about having experiences; that’s their social currency.”