The operator conducted over 11,600 visits to retailers as part of its “Operation 18” mystery shopper program for the 2022-23 period. The program involved individuals over the age of 18 appearing younger and attempting to purchase lottery tickets and scratchcards.
Out of all the visits, 92% of retailers asked for proof of age on the shopper’s first visit, which is the highest rate since the campaign was launched. This is particularly impressive considering that the age to play the National Lottery recently changed from 16 to 18 in 2021.
In parallel with the program, the operator implemented the “Healthy Play” mystery shopping initiative. This included over 4,000 additional store visits with the aim of educating retailers on identifying signs of potential unhealthy play among their customers.
Camelot also conducted various “Responsible Retailing” training initiatives, including offering advice on preventing underage play and promoting healthy play in-store. The team made over 160,000 contacts to National Lottery retailers in order to provide guidance.
As a result of these efforts, 94% of retailers visited passed a healthy play knowledge check, and 88% of retailers expressed satisfaction with the support received through Camelot’s dedicated retailer hotline during Q4.
Camelot’s new retail director, Alex Green, commented on the success of the “Operation 18” mystery shopper program, stating that retailers achieved their best-ever pass rate only a year after the age to play changed. Green also emphasized that age checks are just one aspect of Camelot’s overall player protection strategy in retail.
This year marks the final full year that Camelot will operate the National Lottery, as Allwyn is set to take over in February 2024 after securing the fourth National Lottery license last year. Allwyn acquired Camelot UK in November 2022 and also completed the purchase of the US-facing business Camelot Lottery Solutions’ unit of companies from the Ontario Teachers’ Pension Plan Board in March this year.
