amelot said that the new investment will refresh its permanent point-of-sale material and connect an expanded retail estate of over 27,500 outlets to an upgraded gaming system via a new communications network.
As part of the new point-of-sale rollout, Camelot has introduced a new National Lottery Playstation that the company said will boost excitement in-store, with its branded ‘globe’ and eye-catching looks, as well as becoming a signpost for the National Lottery.
The new Playstation also holds more play slips and has a feature game area to promote new games. With the same footprint as the old model, its shape has been specially designed to allow two units to sit comfortably side-by-side, giving retailers the option of increasing their play areas.
The Playstation also features bolder branding, now in ‘lottery blue’ following research by Camelot which showed that the colour had a natural association with the National Lottery and is something that customers look for when locating the Playstation in-store.
"The introduction of new Playstations, Scratchcard dispenser ‘refresh’ kits and replacement external signage underlines our commitment to support our retail partners to help them continue to make the most of selling National Lottery products," said Duncan Malyon, Sales Director at Camelot.
"We’ve listened to what our players and retailers wanted, and have come up with a piece of kit designed with these needs in mind. The new equipment is definitely easier to merchandise and maintain, is simple for players to use and doesn’t take up any more valuable space than the previous models. It’s also flexible in its design so will fit easily into any type of store.
"Our retailers have played a pivotal role in helping to raise over us$ 37.9 billion for the Good Causes to date. We want to build on this amazing achievement by building an even better and brighter National Lottery – for players and retailers alike. The new Playstation, refreshed Scratchcard dispensers and replacement signage will allow us to do just that – and help our retail partners to add further value to their businesses by boosting their lottery sales, and help us to deliver even more money for the Good Causes," said Malyon.
Last month Camelot reported total sales of us$ 8.5 billion across its portfolio of games for the year ended March 31st 2009, the company's best sales performance in a decade.