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 A Mobile Offer Part Of The Lottery’s Seamless Multi-Channel Experience

Our approach at Camelot is to provide a fully integrated multi-channel access to our brands, which are channel agnostic whether purchased in-store, online or on your mobile phone or tablet - thus providing UK National Lottery’s brands anytime, anywhere to suit player preference.

Ten years ago we launched Play-by-Text, which was a new and exciting way to play Lotto, EuroMillions, Thunderball and Lotto HotPicks using a mobile phone. As long as you had a mobile phone that is registered with a UK Network Operator and had the ability to send and receive a text message, then you could sign up to Play-by-Text on The National Lottery website. Once registered, you can send your selected line(s) of numbers to us by text message, or ask to play Lucky Dip.

In December 2010 we launched the iPhone results checker free app. The app included top news stories, results, results checker, store locator and jackpot push notifications. Since the launch we have had over 3.1 million downloads and continue to get around 2,000 downloads a day. On average half a million players use the app on a daily basis. The National Lottery app was launched to support retail players – in easy results checking, to encourage play by providing jackpot push notification and the ability to locate the nearest store for you to be able to purchase a ticket.

In March 2012, we launched a mobile website, making it easier for players to play draw-based games, check results and manage their accounts while on the move. The mobile site is a simplified view of the full website, and has been designed to be quicker and easier to use across a range of popular smartphones. This strategy of screen mapping our existing site was taken so that we could gain the highest player reach for our mobile transactional experience within the fastest time period. Visitors accessing through a mobile device have doubled since the launch and sales are already 10% of direct draw-based games sales. Our site also renders well on tablet devices, but we are investing in the experience to make sure it offers players the consistent and coherent experience they and we require.

A MOBILE STRATEGY

Camelot’s strategy is to put the consumer first through offering a truly integrated multi-channel experience. In order to do this, we have to continue to innovate and keep track of people’s changing lifestyles and habits. We have to ensure access to our products is convenient.

From our experience, player acquisition on a mobile website follows many of the principles of a desktop site. We are new to this area though with less than 1-year practical experience so we are still finding our feet and embarking on a test and learn program to develop our learnings. We don’t currently have in place any partnerships with media owners for example, in the way that we do with desktop. We have expanded our affiliate programme to apply through the mobile website, though the level of active affiliates and partners is significantly diminished.

We have found that acquiring traffic through mobile media (search engines and display) can be cheaper than desktop, but the challenge lies in the conversion of the traffic to plays/registrations. Our approach to App downloads was to use our owned real estate / media to promote to players. The app was heavily promoted on the website and through email communications at launch which helped to gain momentum before the app featured in the relevant iTunes charts.

Player uptake of the National Lottery mobile offering is increasing rapidly with the rise in smartphones/ tablets in the marketplace and the expectation of the mobile experience is already high. Our aim is to provide a seamless multi-channel experience whatever platform a player wants to engage with the National Lottery: one account whatever device/platform, core game experiences across all, and bespoke experience offerings where appropriate and enabled by the platform. There are more than 200,000 people signed-up to receive notifications on their phones, for example the latest jackpot amount.

THE MOBILE GAMING PLAT FORM

Our mobile strategy is one part of our overarching growth strategy. At present, our National Lottery App is only available on iTunes – currently it is in the top 5 in the reference free apps charts. As mentioned above, the app is promoted on the website, through email communications and through our social media channels. The App is non-transactional.

The mobile site is a simplified view of the full website; all draw-based games are available to play and any banners that we use on the main website are captured on the mobile site. The mobile site was built to ensure our players have the convenience to play depending on their life style habits. This channel also provides greater access to more players. At present we do not host any interactive games on our mobile platforms but clearly this is something that we will continue to look into and explore.

We have a holistic approach to channel management and consistently work to ensure we future proof our games to guarantee medium to long-term returns on revenues. Online play is incremental to retail play and often can be more valuable in today’s world. We offer a consistent look and feel to all National Lottery brands, consumer touch points and channels. We also ensure we offer all players ease of access, no matter which channel they use to purchase our products.

Over the coming years we will continue to innovate, always keeping our players’ interests and habits at the heart of any decisions we take. As a business, Camelot will continue to invest in the future of these channels - we want to keep innovating, giving players new ways to play our games through emerging channels.