23 Aug 2021 | 10:38pm IST
UK National Lottery Posts Record Sales but Operator May Still Lose Government Contract
The State-franchised national lottery has
recorded unprecedented sales volumes in the past year. Digital retail has been
the driving force behind the trend, with consumers moving onto mobile lottery
apps during nationwide lockdowns. Despite these results, the Lottery operator –
Camelot Group – may lose the contract in an ongoing tender procedure, with
India’s Sugal & Damani among the frontrunners.
Sales at an All-Time High in the
Pandemic
The UK’s hugely
popular National Lottery has seen another strong year, despite – or maybe
because of – pandemic limitations. Media reports cite
record
sales figuresfor the 2020-2021 financial year, amounting to
£8.37 billion ($11.80 bn).
Total sales rose
by 6% during 2020 (and up to March 31, 2021), as the Covid-19 pandemic had a
notable effect on consumption patterns among British punters. Digital sales
drove the entire product line up, growing almost 43% on an annual basis and
reaching £3.51 billion.
Camelot Group,
the Lottery’s licensed operator, reported £4.85 billion in prizes paid out
during the year, almost £350 million up from the year before. The nation has
seen 389 lucky new millionaires in the process, while £1.89 billion was
designated for the Good Causes Fund (as required by Parliament).
Indian Lottery Operator Up for the Job
While record
sales might sound good for the Government’s Treasury, Camelot’s contract is
expiring in less than two years and the UK Gambling Commission has launched a
new bidding procedure for the lucrative contract.
Bharat’s own
Sugal & Damani – the country’s leading
online lottery operator – might
just be in line to succeed Camelot as an exclusive licensee. One of three major
companies on the Indian lottery market, Sugal & Damani holds a dominant
share and certainly has the experience and know how to operate on a large scale
in the UK as well.
10Cric currently holds the highest Share of
Voice for cricket and betting related queries.
Ever since Kerala
regulated the lottery scene in 1967, replacing the
people’s favourite satta matkawith legal
government-licensed numbers games, the State-run lotteries have fulfilled their
potential. India’s immense markets have been covered both with land-based
retailer networks and, more recently, with digital platforms and online access.
Sugal & Damani
have a claim to some pioneering business practices in the sector and come in
strong on the back of decades of Government Licensed Lottery operations in
several States across the Union. It had previously competed for the same
contract back in 2007 when it came a close second to Camelot.
The Czech Sazka
Group (operating via its UK brand, Allwyn) and the Italian National Lottery
operator Sisal are their
main
competitorsthis time around. Camelot is also reported as
having declared official interest, although relevant documents were never
formally revealed.
The Importance of Digital in Unstable
Times
Regulated lottery
draws may seem like a business niche which suffers no downturns, yet the
reality was exposed by the pandemic. Camelot highlighted the growth in digital
sales which compensated and outscored traditional retail sales.
During nationwide
lockdowns, when non-essential spending was drastically limited (or closed) in
most land-based retail locations, consumers turned to their smartphones and
mobile apps to get their lottery tickets online. While in-store sales went down
by 10.7% during the period in question, mobile sales increased by £876.4
million to reach a record £2.48 billion, mostly via the National Lottery apps.
Camelot
accelerated some investment spending in its digital channels to accommodate for
the record traffic volumes. The capacity to sustain further growth lies in
better online channels and Sugal & Damani will do well to make the digital
transition its main priority, should it be successful in its bid.