Camelot has announced a major refresh of permanent point of sale (PPOS) equipment across its 47,000-strong retailer estate. The updated kit – which Camelot hopes will boost The National Lottery’s in-store presence to further drive sales and returns to good causes, and add further value to retailers’ business – will ensure the PPOS items are fit for purpose until the end of Camelot’s extended licence period in 2023.
The five-month retail rollout – the first such overhaul in over five years – will begin in mid-July and will see retailers receiving updated PPOS, including:
- a refreshed National Lottery playstation
- an updated National Lottery Scratchcard dispenser
- modernised National Lottery signage, including pavement, window and/or wall signs
- brand new poster frames
The updated kit will also carry new branding for The National Lottery and its games, which will see the ‘crossed fingers’ included at the centre of every game logo. The new branding is designed to drive consumer awareness of the full range of games offered by The National Lottery, as well as reinforce the role each of the games plays in creating millionaires and delivering over £33 million every week to good causes across the UK.
As part of the new branding, The National Lottery’s Scratchcards and online Instant Win Games will be brought together under the umbrella brand ‘GameStore’ across both retail and digital channels. GameStore will make it much easier for players to identify and play their favourite instant win games wherever they are – and will again reinforce awareness that these games belong to The National Lottery.
Duncan Malyon, Camelot’s Sales Director, explained: “This is great news for our retailer partners and underlines our continued commitment to investing in them to help them make the most of selling National Lottery products. It’s the next stage in our plan following the four-year extension to our licence – which saw us successfully expand our retail estate by an additional 8,000 outlets – and will ensure the PPOS items are robust and relevant for the years ahead.
“The new items will also carry striking new branding which will achieve more stand-out in today’s increasingly competitive trading environment, create a better link between all games and The National Lottery, and appeal to a new generation of players – all of which will mean more sales and commission for retailers, and more money for good causes.”
