31 January 2024 , 20:43
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The new operator of the National Lottery aims to bring back its early “magic”.
Allwyn UK is making changes which it hopes will return the draw to its 90s heyday when millions gathered round the TV to check their numbers. CEO Andria Vidler told The Mirror: “I want people to feel excited by The National Lottery again and players to believe that it could be them pulling out a winning ticket.
“Over time, we will introduce new ways of playing which will bring back the magic of those early days. We want more games that are more entertaining, that attract more people, because ultimately that means we raise more for National Lottery-funded projects.” The first change most players will notice will be greater emphasis on the individual games and how they differ. This will start with Lotto, soon followed by Set for Life, where winners receive £10,000 a month for 30 years.
The new operators are launching a new marketing campaign (CAMELOT)There will be a new marketing campaign based around the slogan “Will You Be Next?” and Olympic and Paralympic-themed scratch cards. However, a promise to cut tickets to £1 is thought to be under review. Allwyn has also said delayed plans for new draw-based games which will hit sales and the amount it can give to good causes in the early part of its 10-year licence.
Ms Vidler added: “Players won’t see big changes from day one, but with amazing milestones on the way, such as the 2024 Olympics and Paralympics and the 30th Birthday, we plan exciting initiatives.” She says these will “showcase the good that playing The National Lottery does.” Ms Vidler added: “Mirror readers have been really important to its success.”
Woman was 'adamant' she would win top lottery prize - then pockets $200,000
The primetime National Lottery slot, live on BBC One was a highlight of Saturdays. Since January 2017, the live TV draws ended. But 45 million still regularly play the Lottery which since its launch in 1994 has handed out £53billion in prizes and made more than 7,000 millionaires.