Sales for the National Lottery increased by £468.8m compared to the previous year, driven by a significant rise in digital sales. Digital sales reached £3.51bn, representing a 42.8% year-on-year increase. This surge in digital sales can be attributed to the impact of the pandemic on retail sales, with non-essential retail being closed for extended periods. The National Lottery saw a record number of players engaging online, which prompted an accelerated investment plan for the digital channel.
The National Lottery’s mobile products also experienced substantial growth, with sales reaching an all-time high of £2.48bn, an increase of £876.4m. The majority of these mobile sales were made via the National Lottery’s apps. In contrast, retail sales declined by 10.7% to £4.86bn as more players opted for the convenience of mobile and online platforms. Despite this decline, over 90% of retail partners continued trading during the lockdown periods, and retail sales have since approached pre-pandemic levels.
The National Lottery’s draw-based games saw an increase of £153.6m year-on-year to reach £4.69bn in sales. This growth was primarily influenced by the introduction of a new feature in the Lotto game, offering an additional cash prize for matching two main numbers in a ‘Must Be Won’ Rolldown draw. The newest game, Set For Life, exceeded expectations, and EuroMillions experienced marginal growth despite lower ticket sales in partner countries.
Instants sales reached £3.68bn, driven by an increase in online sales offsetting a decline in scratchcard sales. Lower retail footfall, particularly in the first half of the year, affected scratchcard sales. The National Lottery awarded a record £4.85bn in prizes, resulting in 389 new millionaires, and generated £1.89bn for Good Causes.
Camelot chief executive Nigel Railton expressed pride in the National Lottery’s resilience and flexibility, attributing the record performance to the company’s efforts in brand development, game diversification, retail expansion, and digital enhancement. However, as the British Gambling Commission launched a tender for the fourth National Lottery license, Camelot may soon be replaced as the operator by contenders such as Sazka Group, Sisal, and Sugal & Damani. Camelot has completed the Selection Questionnaire but has not confirmed its bid for the tender.
