Camelot UK Lotteries: CommunityMark Case Study

Social Benefits
  • Camelot’s work with the Prince’s Trust last year helped 183 young people. 143 of the participants moved into training, education or employment and 153 improved their skills and confidence.
  • Jobcentre Plus has attributed a significant 22% drop in youth unemployment in the Watford area to initiatives including Watford Works and the Watford Prince’s Trust programme supported by Camelot.
  • Across the business, a significant amount of money in sponsorship has been given to community programmes, conferences and to various organisations in the community over the last year.
  • Camelot looks to increase awareness of and participation in National Lottery-funded projects. This publicity helps attract additional funding and volunteers for these community and charitable organisations.

Community impact is intrinsically linked to Camelot UK Lotteries’ core business, with The National Lottery generating, on average, over £34 million a week for good causes across the UK. Camelot’s community engagement strategy focuses on responsible play and social inclusion, as well as local employability-focused projects around its HQ in Watford.

Business Benefits

Camelot has demonstrated that it identifies key social issues that impact its business and the communities within which it operates; understands the risks and opportunities that these present; then pioneers and innovates to maximise the benefits to the business and communities in a responsible way.

The company works in partnership with a range of stakeholders, their leveraging combined knowledge and expertise for mutual benefit. Overall, Camelot demonstrates that it goes above and beyond regulatory requirements in responsible gaming and pioneers innovation in this area.

Camelot's Watford Works scheme involves a number of local partners, including Watford FC Community Trust and Jobcentre Plus. It involves a four-week employability programme for 16-24 year olds who are not in training, education or employment. The course is run eight times a year and gives participants the opportunity to become work-ready, develop local networks and understand more about different job roles, thanks to involvement from 18 other local businesses. To date, it has helped 108 participants, with 78% moving into education, training or employment.

Stakeholders are consulted and considered throughout the lottery game design process, and their views shape the way Camelot approaches player protection. This is then fed into the World Lottery Association and European Lottery Association’s certification programmes, encouraging other lotteries around the world to develop their approach to responsible play.

Camelot works closely with suppliers in its community programmes, and also ensures suppliers are not overly reliant on the business – setting a target of making sure that no more than 10% of suppliers rely on it for more than 20% of sales.

Camelot gives employees the opportunity to volunteer for six days a year in work time, and last year employee participation was 31%.

Supporting quotes

CommunityMark Assessor: “Camelot UK Lotteries works in partnership with a range of stakeholders, leveraging combined knowledge and expertise for mutual benefit. Overall, Camelot demonstrates that it goes above and beyond regulatory requirements in responsible gaming and pioneering innovation”.

Community Partner: “Camelot's support has been absolutely vital, and more than that, it has visibly made a difference to so many people's lives – something we could not have imagined when we began working with them several years ago.”

  • Camelot heads up the World Lottery Association and European Lottery Association’s responsible play groups, through which it gains valuable insight into lotteries internationally and pushes advances in responsible play and community investment.
  • Camelot’s commitment to the community is a key issue when its international business is bidding for contracts, and has helped secure its involvement in the Irish National Lottery and several consultancy contracts.
  • Awareness of National Lottery-funded projects has a positive correlation with the Camelot brand and National Lottery player numbers.
  • Camelot penetration rates are higher than other lotteries and player spend lower, showing its games encourage people to play little and often with what they can afford, leading to increased trust in the business and greater opportunity for innovation.
  • Social inclusion programmes benefit the business by ensuring a sustainable and diverse workforce, and connecting the business with a wide network of stakeholders from all areas of its community.
  • Employee engagement in community activities has increased year on year and feedback from employees suggests this leads to increased pride in the organisation.