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EuroMillions in the UK. Increasing the price of. by 33.3%. $7.5 billion p.a. game Operating across 10 European lotteries, 3 currencies, 2 time zones Weekly sales from $200 million, ranging up to $400 million per week.
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EuroMillions in the UK Increasing the price of by 33.3%
$7.5 billion p.a. game Operating across 10 Europeanlotteries, 3 currencies, 2 time zones Weekly sales from $200 million, ranging up to $400 million per week
The inside story ….of a price increase, without a drop in player participation
The results…..48 weeks post £1.50 to £2: Player participation growth by a further 5% of all adults -to 33% 11% increase in number of tickets sold 7% adjustment in boards played Revenue growth of 38%
3rd Licence from Feb 2009 - 5 year Game Plan/Pipeline Turnover Beyond the Core Extend the Core Refresh & Optimise the Core Time
Against a backdrop of the need for growth, UK players felt nobody ever won in the UK “Nobody ever wins in the UK” “EuroMillions is that game that is run somewhere in Europe, and all the money goes to good causes there ” “You’re not just up against the UK but the whole of Europe”
Our objectives were two-fold Drive further brand growth and therefore deliver greater returns for Good Causes Overcome UK resistance to EuroMillions and reward players with more of a UK winning experience
The strategy…. Increase the price of the game by 33% to £2 Introduce the UK Millionaire Raffle…..£1m prize guaranteed each and every week in the UK on top of the chance to win big jackpots Funded by the increase in priceraised by the additional 50p All players automatically entered for every line they play
Telling the story… Inform Don’t just see the 50p as a price hike Retailers and Below the Line Excite Guaranteed UK MillionaireLed by Above the Line Integrate Price rise linked tothe benefit of the millionaire raffle
Campaign message This Friday, the EuroMillions jackpot is a massive £82m. EuroMillions is now £2 and includes the new Millionaire Raffle where every week, one lucky UK player will win £1m – guaranteed.
Consistency at every touchpoint Gold Union Jack Pinball used as the consistent brand icon throughout the communications
Retailers Needed to reassure them Focused approach Cash benefit Complete saturation
Across every touchpoint Counter card Ticket Message Media Screen Customer hotline
TV Advertising pivotal to the plan Would ensure quick coverage in terms of players reached Offering the best platform for engagement and excitementand was a proven channel for us in terms of return on investment
Online and Digital • Driving registrations • Sign-posting • Fulfilment
Broadcast − TV To help create mass visibility and awareness…
Business results….. Lotto sales Price increase Source Camelot Sales from Apr 07 – We/ 4 Oct 2010
Not really…….in 2011 2 guaranteed UK Millionaires made every week 174 UK Millionaires made by 2nd anniversary this Nov Clear scope to grow further
Looking ahead to $2 Powerball Napoleon: “I base my calculations on the expectation that luck will be against me.” “It’s the consumer perception, stupid’