A world-class lottery Growing sales sustainably and responsibly

Camelot is one of the world's leading lottery operators. To uphold this position, it is important for us to maintain the trust of players and the wider public.

Our commercial strategies have been built on the premise of growing sales sustainably and responsibly. We do that by designing games that are fun and safe to play, by being open and transparent, and taking an international lead on responsible gaming. Our activities are overseen by a dedicated regulatory body, The NLC, but we pride ourselves on consistently exceeding regulatory standards.

For us it is important that there are millions of players spending modest amounts of money, rather than a small number of players spending significantly higher amounts of money.

Camelot is ranked as the sixth largest lottery operator in the world in terms of sales and sales of National Lottery products have continued to grow. At the same time we are proud that La Fleur's 2010 World Lottery Almanac shows that the UK continues to have a low per capita spend, ranking 64th in the world.

We also measure our performance against the results of the British Gambling Prevalence Study, a large-scale nationally representative survey of participation in gambling and the prevalence of problem gambling in Great Britain. The most recent study found the same level of problem gambling as in 1999 (0.6% of the population). It also showed that problem gamblers account for just 1% of people playing our draw-based games , and just 1.9% of Scratchcard players . This compares with 14.7% of players involved in spread betting.

Another way that we track the impact that the game portfolio has on vulnerable groups, is by monitoring how many calls are made to GamCare, the leading provider of information, advice, support and free counselling for the prevention and treatment of problem gambling in the UK. Disclosure of National Lottery activity during GamCare calls is very low with fewer than 0.8% relating to lottery draw based games and 2% relating to Scratchcards compared to 30% for Video Lottery Terminals, operated by other industry players.

It is important that players continue to trust us and feel safe playing our games. In our regular player survey, 73% agreed that they trusted The National Lottery in 2009/10, up from 66% in 2008/09.