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Difficult Budgets, New Ideas 23 rd March 2010

Difficult Budgets, New Ideas 23 rd March 2010. The Public private partnership structure has enabled the UK government to maximise the value of The UK National Lottery.

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Difficult Budgets, New Ideas 23 rd March 2010

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  1. Difficult Budgets, New Ideas23rd March 2010

  2. The Public private partnership structure has enabled the UK government to maximise the value of The UK National Lottery Under a licence granted by the National Lottery Commission (UK Lottery Regulator), the UK National Lottery is operated by Camelot through a public-private partnership This approach has enabled the UK government to maximize returns from The National Lotterythrough aligning the interest of the operator with those of the state This approach returns to the state 40% of all proceeds received by Camelot Camelot operates under significant regulatory constraints and faces a highly competitive gaming industry – growth has therefore been driven through innovation

  3. Camelot, delivering a long term strategy for socially responsible growth The Camelot model is based on high penetration (73% of adult population play) and lower per capita sales The long-term strategy for growth is based on offering playersa regularly refreshed portfolio of gamesandconvenient new ways to play (Interactive, Fast Pay, etc.) Camelot’s commitment to responsible play is enshrined in its everyday operations and is the guiding principle in all its commercial decision- making

  4. Background behind UK launch of Interactive Now delivering 13% of total UK National Lottery sales and growing at more than twice the rate of the UK e-commerce industry Attracts a younger and more affluent player In the top 5 UK e-commerce sites along with

  5. UK National Lottery online sales have grown since launch – while retail sales also continue to grow £m

  6. Over 5 million interactive players registered to date and 78% Player retention Longstanding players (registering prior to 07/08) drove 5% more revenue in 08/09 than in 07/08 Playerregistrationsand purchasing patterns Month Camelot interactive management model comprises of in-depth expertise in: Player attraction Player management and retention Responsible player growth and cross-selling strategies Internet marketing optimization Average weekly registrations % Purchasing within period

  7. Protecting players online Interactive lottery enables you to have a direct relationship with players Comprehensive player protection is key: Authentication of player’s age and location Permanent exclusion Daily buy and try limits on Instant Win Games (interactive scratchcards) Weekly wallet load limits “Reality Checks” showing recent spending on account load Time spent logged-in display Try for free versions of Instant Win Games (only available to registered players) Non-interactive IIWG game demos now give an overview of game play to non-registered players

  8. Assisting lotteries in global markets Camelot Global Serviceswas set up to focus on making the most of the knowledge, understanding and expertise acquired in operating the UK National Lotteryto assist lotteries outside of the UK market Camelot Global was recently selected by the California State Lotteryto work with them to improve overall performance We believe in a vendor agnostic philosophy and business model which aligns our interests solely to that of the lottery

  9. Overview of the CA Lottery Partnership Under this agreement Camelot is partnering, over a four-year period, with the California State Lottery, with the aim to maximize returns to the beneficiaries of the lottery Purpose: Develop a 3-year business plan and support its implementation Objective: Build a strategy and execution capability that will substantially and sustainably enhance Net Returns to education The agreement has created a public private partnership that is unique in its scope: Clearalignment of incentives for both parties Camelot Global Services provides an un-conflicted view on the proposed path to success Although still in its early stages, the partnership is already starting to deliver some immediate and tangible benefits

  10. Public private partnership - value model Strategy CA Lottery expertise Private operator mindset and capability Ability to execute Sustainableprofit growth US market relevance

  11. A unique partnership The engagement is unique in the industry, providing a number of new benefits to the State of California: Private operator mindset and capability without full scale privatization Total alignment of incentives model specific to execution Focus on both top-line growth and operational efficiency to drive bottom- line returns Teaming with lottery employees to create a sustainable ability to execute – emphasis on staff acceptance, coaching and development Access to valuable operator knowledge: sales, marketing, games, Scratcher optimization, retailer & stakeholder management, etc Customer/Operators perspective with respect to main vendors

  12. Results to date Very early days, but we are starting to see some tangible effects Scratchers DBG Marketing Retail • Mandate and urgency for decisions on game changes • Refocus on core activities: MegaMillions and Scratcher campaigns • Sales growth this fiscal • Trading mindset • Agenda of change and focus on performance • Initiation of retail pilot Business Wide • Appetite and enthusiasm for change • Sense of the possible – base potential for $1.7 billion incremental sales over 3 years

  13. Early Benefits – real and tangible For the scratchers business specifically, there is tangible evidence of the shoots of revenue growth. Quick Wins Implementation

  14. Outlook – CSL 2010 is going to be a very big year for the California Lottery: Approval of the 3-year business plan Realization of Quick Wins: achieving this year’s stretch revenue targets (not just stemming the decline!!) Shaping the implementation Program for success Integrating the 3-year business plan back into next year’s budget Critical decisions on draw-based games Implementation of base initiatives

  15. Outlook – Camelot for 2010 Primary market of focus outside of the UK is the US Dedicated US-based team with an optimal blend of UK and US experience We believe Camelot’s model and experience aligns well to the US Market: States need to increase revenue to deal with budgetary pressures Aligned incentive model – state wins, Camelot wins Need for operator expertise with new ideas and an un-conflicted agenda Strong benefits to be gained through an aligned incentive public private partnership model

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