Camelot digital sales up 14%

UK lottery operator Camelot this morning said the relaunch of its online platform and 60% growth in mobile sales saw interactive revenues jump 14% year-on-year to £1.34bn for the 12 months ended 31 March.

The launch of a new online and mobile platform in September was partly responsible for 60% growth in smartphone and tablet sales, with the mobile channel accounting for 36% of all interactive sales.

The operator’s national-lottery.co.uk brand now boasts more than seven million players, making it Europe’s largest online lottery for sales, and one of the top 10 e-commerce sites in the UK.

“The work we’ve carried out to transform our digital services has played a key role in this year’s record-breaking performance – but we won’t be resting on our laurels,” Tim Copper, Camelot digital director, said.

“Our success will continue to be driven by our focus on first-class digital innovation, and offering our players an enhanced game portfolio and even greater convenience. We’ve a number of exciting initiatives in the pipeline which will ensure that we build on this year’s exceptional performance, and deliver even more for winners and society in the years to come.”

Despite the growth, digital accounted for just 18% of Camelot’s total sales of £7.28bn in the last financial year and last month Camelot raised concerns with the UK government over the rise in betting opportunities based on international lottery draws.

The Gambling Commission is currently reviewing proposals which include extending the current ban on betting on the National Lottery to include all UK licensed lotteries.