Serving the nation’s dreams

Our vision for the current lottery Licence is 'to serve the nation’s dreams through The National Lottery'. This vision underpins our overriding strategic goal – to raise as much as we can for the Good Causes in a socially responsible way.

To maximise returns to the Good Causes we need to drive sales. We do this through developing and tailoring our games portfolio – and the ways of playing those games – to meet the different needs and demands of our players.

We need to do this in a way which gives the Government, our shareholders and our players confidence in the integrity and trustworthiness of the lottery. In particular, we will do all we can to ensure that our games are operated and played in a responsible manner – and that protection is given to vulnerable players and winners. We seek to ensure that the success of the lottery is because of large numbers of people spending small amounts of money rather that smaller numbers of people spending large amount of money. Around 70% of the UK adult population play our games on a regular basis, but the average weekly spend is just £3.05 a week.

We have achieved this thanks to our strong company values, which shape the way we do business, and play a vital role in helping us pursue our vision and our goals. They are fundamental to the success of the lottery:

• We believe in fair play for our people
• We behave with integrity
• We want to be trusted to deliver
• We work as a team
• We seek excellence in everything we do
• We discharge our responsibilities.

The Camelot way of doing things

We believe it’s important for our staff to understand how our values work in practice. When developing these values, we asked them to help us think about how they translated into the day-to-day behaviours we need to exhibit in our work at Camelot. This is what they said:

• Creative
  striving for constant improvement and innovation in the way we work and the way we respond to challenges
• Empowering
  actively involve other staff in decision-making, while providing appropriate support and feedback
• Ownership
  taking responsibility and demonstrating this is in practice, this behaviour requires people to understand how they contribute towards Camelot achieving its commercial objectives and vision and to its corporate responsibilities
• Partnership
  working actively and openly with our colleagues, customers and partners to achieve our goals
• Passionate
  channelling the energy, excitement and enthusiasm of playing and winning into everything we do for our customers and each other.

Having formulated these behaviours with our staff we now use them to assess and develop the performance of our employees. All new staff are introduced to the behaviours in our induction programme and, four times a year, they are used to agree goals for everyone in the company.

At a corporate level, these values commit us to putting social responsibility at the very heart of our operations. Our values also apply beyond our day-to-day operations, as we bring them to bear on our wider social, economic and environmental impacts. Our ongoing consulting with stakeholders, for example, is one of the ways in which we seek to take this work forward.