Speculation about potential bidders for the UK’s fourth National Lottery license has been ongoing for the past few years. Italian lottery operator Sisal recently surprised many by officially expressing interest in the bid, becoming a formidable rival to incumbent Camelot. Sisal has already won tenders for national lotteries in Turkey, Italy, and Morocco, showcasing their success in international expansion.
Sisal attributes their winning streak to the passion and effort put into their bidding process, involving a large team rather than just a few individuals. Their recent decision to go public with their bid was prompted by their partnership with children’s charity Barnardo’s, which they see as an opportunity to combat the exploitation of children and gain valuable UK knowledge and recognition.
The retail environment is likely to be a crucial factor in the bid for the fourth license, as retail sales still dominate the lottery vertical. Sisal has an advantage in this area, as they introduced a revenue share affiliation scheme for retailers last year, resulting in a significant increase in online accounts opened in retail shops. They believe that retail and online channels should go hand in hand to provide various customer experiences.
In their bid, Sisal aims to restore the National Lottery’s relevance and brand image, which they believe has declined in recent years. They acknowledge the challenges of making changes to iconic products but emphasize the importance of maintaining customer interest. Responsible gambling is their top priority, and they highlight their commitment to it in their plans for the National Lottery.
While Sisal cannot disclose the specifics of their bid or the changes they intend to make to the product offering, they are focused on their own capabilities and do not underestimate any competitors.
The competition for the National Lottery license has become more competitive than anticipated, and it remains to be seen if Sisal’s track record and emphasis on responsible gambling can unseat Camelot from its long-standing position as the operator.
