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02 June 2017

– Over £4 million investment in new, extra PPOS materials & signage –
– Introduction of free Retailer Hotline number from 5 June –
– Increased contact from the Camelot team for expert advice and support –

Camelot has today announced a new, comprehensive package of support specifically designed for all of its 28,000 independent National Lottery retailers. The ‘ALLSTARS’ programme aims to help independent outlets make the most of The National Lottery in their store – to help boost retailers’ bottom lines and build on the £36 billion that they have helped Camelot to raise for Good Causes since 1994.

The first phase of the ongoing programme will see independents – which make up around 60% of Camelot’s retail estate – receiving new and additional permanent point-of-sale materials and signage, such as pavement signs, floor mats, poster frames and door signs. The increased package of support will also see the Retailer Hotline – which many retailers use for day-to-day help and advice – move to a Freephone number, and there will be increased contact from Camelot’s experienced sales team. This is all in addition to the multi-million advertising campaigns for all National Lottery games, with support for Lotto in particular, that will run throughout the year.

Camelot’s Head of Retail, James Pearson, commented: “Our retail partners play a huge role in helping us deliver over £30 million every week for Good Causes, and in helping us create around eight million winners a week across our range of games. This new programme has been specifically developed to aid us in forging closer relationships with our network of 28,000 independents, and to enhance the range of support we provide to help them make the most of selling National Lottery products – and so add value to their businesses.

“In the months ahead, we’ll be looking to launch more initiatives to further underline our long-term commitment to our retail partners. All independents will be receiving a visit from one of our sales executives over the summer to talk through all of the details and, in the meantime, we hope that they can build on the benefits that being a National Lottery retailer brings.”

Accounting for almost 80% of total sales, retail remains the largest National Lottery sales channel. National Lottery retailers earn 5% commission for each draw-based game sold and 6% on each Scratchcard sold – as well as 1% on certain prizes paid out in-store. To date, National Lottery retailers have earned over £5.9 billion in total sales commission.

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For further information, please contact:
Camelot Press Office: 020 7632 5711

Notes to Editors:

  • Camelot UK Lotteries Limited is the licensed operator of The National Lottery® and is committed to raising money for National Lottery Good Causes designated by Parliament. Camelot is not responsible for distributing or awarding these funds.
  • Each week, Camelot generates over £30 million for National Lottery-funded projects – in total, £36 billion has now been raised and more than 500,000 individual grants have been made across the UK, the biggest programme of civic and social regeneration since the 19th Century.
  • The National Lottery has so far awarded over £62 billion in prizes and created more than 4,400 millionaires or multi-millionaires since its launch in 1994.
  • Camelot runs the most cost-efficient major lottery in Europe, with around 4% of total revenue spent on operating costs.
  • The UK National Lottery is ranked at just 62nd in the world in terms of per capita spend, despite being the sixth largest lottery in the world by sales – clear evidence of Camelot’s longstanding commitment to being a responsible operator (Source: La Fleur’s 2017 World Lottery Almanac).
  • For further information on Camelot, The National Lottery and its games, please visit: and
  • Players of all National Lottery games must be aged 16 or over.