Camelot announces decade-high scores as High Court lottery appeal looms

Camelot has reported its highest National Lottery retailer satisfaction scores since 2012, with overall levels reaching 75% across the 2021/22 fiscal year. 

In what is likely a push for positive PR in the wake of Camelot recently losing its UK National Lottery licence after 28 years, the operator claims as many as 95% of those surveyed were either satisfied or very satisfied with the level of service provided. 

Camelot’s report makes no mention of the loss of the National Lottery licence to Allwyn Entertainment, owned by Czech billionaire Karel Komarek, nor of Camelot’s subsequent appeal, which is likely to lead to a High Court ruling at some point in the future. 

In the report, Camelot attributes the continued growth of National Lottery sales, as well as the “steady increase in retailer satisfaction,” to a strategic review carried out in 2017. As part of the review, Camelot’s sales force doubled and £20m ($25.3m) was invested into customer engagement. 

Camelot Retail Director Jenny Blogg commented: “Our 44,000 retail partners play an absolutely vital role as the face of The National Lottery for players in communities across the UK. So, it’s amazing to see all of the initiatives we’ve introduced in recent years to make things better for our retail partners are paying off. It’s particularly impressive in light of the ongoing challenging conditions retailers are experiencing.  

“Our retail partners have shown so much dedication in driving National Lottery sales and even more so when the going got tough. We are incredibly thankful to them for their support and will continue to do everything we can to keep satisfaction levels high.” 

The operator also made reference to the re-launch of the National Lottery Retailer Hub, which provides resources and training for employees, as well as providing over £2.8m in retailer rewards since 2018. 

Regarding the future of the National Lottery licence, no date has been set for a High Court ruling over Camelot’s appeal.  

Allwyn is set to assume its responsibilities as operator from 2024, though this could be put back due to the appeal.