Table of Contents
Issues in the Market
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- Key issues
- Definition
- Qualitative Research
- Abbreviations
Future Opportunities
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- Championing the Cause
- A local Cause for local people
- Draw dilemma
- The tyranny of small decisions
Market in Brief
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- Market reaches £5.5 billion
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- Figure 1: UK lottery sales (year ending 31 March), 2004/05-2009/10
- Figure 2: The Annual percentage change in lottery ticket sales (year ending 31 March), 2003/04-2009/10
- The National Lottery: the only game in town?
- Scratchcards drive sales…
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- Figure 3: Percentage of National Lottery ticket sales from scratchcards and instant-win games, 2004/05-2009/10
- …along with the EuroMillions draw
- EuroMillions and scratchcards pull in young players
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- Figure 4: Game preferences of Lottery players during last 12 months, December 2009
- Online of growing importance
- New Camelot owners?
- Half of adults play
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- Figure 5: Proportion of adults playing or not playing lotteries, December 2009
- Impulse and fear impact on players
- Complexity and lack of winning deter play
Internal Market Environment
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- Key points
- Lotteries in the UK
- The UK National Lottery model
- New section 5 license
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- Figure 6: The minimum number of outlets with draw facilities, by year of Lottery licence, 2009 onwards
- Camelot seeks to broaden its operations
- A World Lottery
- Possible change of Camelot ownership
- Lottery scams...
- …and invalid tickets
- Problem gambling
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- Figure 7: Prevalence of problem gamblers (% of those gambling on an activity in the past year), 2007
- Children not playing the game
Broader Market Environment
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- Key points
- A squeeze on consumer spending…
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- Figure 8: GDP quarterly % change, 2004-09
- …but how will the recession and recovery impact on the Lottery?
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- Figure 9: The share of total consumer expenditure* taken by games of chance, at constant 2005 prices seasonally adjusted, Q3 1980-Q3 2009
- V-shaped or U shaped?
- An ageing population generally positive for the Lottery...
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- Figure 10: Trends in the age structure of the UK population, 2009 and 2015
- …but the changing socio-economic profile is not so positive
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- Figure 11: Forecast adult population trends, by socio-economic group, 2004-14
- Online distribution grows in importance
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- Figure 12: British internet penetration at home/work/place of study or elsewhere, by gender, age and socio-economic group, 2003-09
- Mobile play, something for the future
Competitive Context
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- Key points
- Gambling sees its share of the leisure pound fall
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- Figure 13: Consumer expenditure on leisure goods and activities, at current prices, 2004-09
- Lotteries gaining share of gambling stake…
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- Figure 14: Breakdown of UK gambling stakes, by sector (year endng March), 2005/06-2008/09
- …and now accounts for almost a third of net expenditure
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- Figure 15: Net expenditure on National Lottery vs other forms of gambling, 2001/02-08/09
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Camelot’s first 3D game
- Camelot’s Millionaire Raffle
- New Wi-Fi terminals
- snapNwinTM
- Lotteries via mobile phone banking
Market Size and Forecast
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- Key points
- Lottery sales up despite the recession
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- Figure 16: UK lottery* sales (year ending 31 March), 2004/05-2014/15
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- Figure 17: UK lottery sales trends (year ending 31 March), 2002/03-2009/10
Segment Performance
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- Key points
- The National Lottery dominates
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- Figure 18: UK lottery sales, by type of Lottery (year ending 31 March), 2004/05-2009/10
- Scratchcards of growing importance to Camelot
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- Figure 19: National Lottery sales, by sector, 2004/05-2009/10
- Lotto still numero uno…
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- Figure 20: National Lottery sales, by game (year ending 31 March), 2004/05-2009/10
- …but EuroMillions growing fast
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- Figure 21: Sales of draw-based National Lottery games, by game (year ending 31 March), 2004/05-2009/10
Distribution of Sales
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- Key points
- Online of growing importance
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- Figure 22: National Lottery sales, by distribution channel, 2004/05-2009/10
- Retail channel also benefits from new technology
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- Figure 23: Retail National Lottery sales, by type of purchase (year ending 31 March), 2005/06-2009/10
Brand Communication and Promotion
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- Key points
- Camelot ad expenditure
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- Figure 24: Trends in Camelot Group plc main media advertising expenditure, by channel, 2005/06-2008/09
- TV advertising dominates
- TV advertising of new scratchcard games
- Camelot improves its point of sale
Companies and Products
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- Key points
- The main players
- Camelot Group Plc
- Two themed strategy
- Sales of £5 billion
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- Figure 25: Camelot’s financial performance, year ending, 31 March 2004/05-2008/09
- The half year to 26 September 2009
- The Weather Lottery Plc
- Derivative operators
- Lottery service and product supplies
Who Plays Lotteries?
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- Key points
- Half of adults play lotteries
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- Figure 26: Frequency of playing lotteries, December 2009
- The poor pay and the rich play?
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- Figure 27: Frequency of playing lotteries, by age, lifestage and socio-economic group, December 2009
Why Do People Play?
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- Key points
- Players don’t gamble, they have fun
- It may be gambling Jim, but not as we know it
- Frequently players can’t stop in case they miss out on the big prize
- Attitudes towards the National Lottery
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- Figure 28: Lottery attitudes, December 2009
- Player typologies
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- Figure 29: Player typologies, December 2009
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- Figure 30: Player typologies, by frequency of play, December 2009
- Ease of play a big plus for frequent players
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- Figure 31: Lottery attitudes: Simples! vs all players, December 2009
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- Figure 32: Selected lottery attitudes, by frequency of play, December 2009
- Occasional players act on impulse…
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- Figure 33: Lottery attitudes: Impulsives vs all players, December 2009
- …and greed
- Can you tell Irrationals by their behaviour?
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- Figure 34: Lottery attitudes: Irrationals vs all players, December 2009
- Savers hit hard
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- Figure 35: Lottery attitudes: Savers vs all players, December 2009
Targeting Non-players
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- Key points
- Who are the non-players?
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- Figure 36: Frequency of playing lotteries. December 2009
- Young and affluent not engaged
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- Figure 37: Adults who have never played lotteries and are unlikely to, by age, lifestage and socio-economic group, December 2009
- Non-player typologies
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- Figure 38: Non-player typologies, December 2009
- Some non-players are similar to players
- Fears of addiction need to be addressed
- Long odds also lead to player fatigue
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- Figure 39: Adults who used to play but haven’t played in the last 12 months, by age, lifestage and socio-economic group, December 2009
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- Figure 40: The level of Lottery engagement, by non-player type, December 2009
- Game proliferation also an issue
- Camelot must appeal to the young
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- Figure 41: Adults who have never played lotteries but might do in the future, by age, lifestage and socio-economic group, December 2009
What Games Do People Play?
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- Key points
- Lotto still in pole position
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- Figure 42: Lottery-related activities personally participated in during last 12 months, December 2009
- Game-playing typologies
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- Figure 43: Game preferences of Lottery players during last 12 months, December 2009
- Keep your eyes on the prize
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- Figure 44: Game player clusters, by attitudes towards prizes, December 2009
- The EuroMillions pulls in the occasional player…
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- Figure 45: Game player clusters, by frequency of play, December 2009
- …and the younger players
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- Figure 46: Scratchcard players and Europhiles, by age and lifestage, December 2009
- Scratchcards and online appeal to younger and occasional players
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- Figure 47: Lottery attitudes, by game player clusters, December 2009
- Frequent prompts needed
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- Figure 48: Importance of prompts and media coverage, by game player clusters, December 2009
- The scratchcard as a present
- The recession hits the Lotto
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- Figure 49: Impact of the recession on game play, by game player clusters, December 2009
- Savers prefer the weekend main draw
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- Figure 50: Games played, by player typologies, December 2009
Appendix – Who Plays Lotteries?
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- Figure 51: Frequency of playing lotteries, by demographics. December 2009
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Appendix – Why Do People Play?
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- Figure 52: Most popular Lottery attitudes, by demographics, December 2009
- Figure 53: Next most popular Lottery attitudes, by demographics, December 2009
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- Figure 54: Lottery attitudes, by player typologies, December 2009
- Figure 55: Player typologies, by demographics. December 2009
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Appendix – Targeting Non-players
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- Figure 56: Non-players, by demographics. December 2009
- Figure 57: Attitudes towards the Lottery, by non-player typologies, December 2009
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- Figure 58: Non-player typologies, by demographics, December 2009
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Appendix – What Games Do People Play?
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- Figure 59: Lottery-related activities personally participated in during last 12 months, by demographics, December 2009
- Figure 60: Lottery-related activities personally participated in during last 12 months, by Lottery-related activities personally participated in during last 12 months, December 2009
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- Figure 61: Lottery-related activities personally participated in during last 12 months, by frequency of playing lotteries, December 2009
- Figure 62: Games played, by game player clusters, December 2009
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- Figure 63: Game player clusters, by demographics, December 2009
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