Camelot and lottery game design

The National Lottery has become an established institution in the UK, with around seven out of ten adults playing regularly. But Camelot, the lottery operator, has a commitment to design, promote and sell National Lottery games to ensure they do not target vulnerable people: those who are under-16, those on low incomes and those who are likely to play excessively.

Processes

Camelot has produced an innovative risk matrix called the Game Design Protocol to help assess any potential problems with proposed new games. The Protocol has been designed in consultation with universities and gambling-related charities. If the product appears to be particularly risky for a vulnerable group, Camelot either revises the product and/or its marketing, or simply does not run the game. The company has checked the actual experience of several scratch cards and games against the predictions of the protocol and found the predictions to be accurate.

Impact

In 2004/05, 11 games were put through the Protocol. The only game which showed an above average risk was revised and checked again against the Protocol. Camelot assesses the impact of its products on vulnerable players by monitoring the number of calls to GamCare resulting from lottery games. In 2004 only 3% of calls to GamCare related to lottery or scratch card products. Camelot also actively aims for as many people as possible to play with small stakes. It therefore compares per capita spend to other lotteries worldwide. Whilst it is ranked 5th in total sales, it is currently 48th in terms of per capita sales.

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