National lottery operator rebuffs retailer concerns about new-look Lotto

One retailer told TalkingRetail.com he was concerned that, “for example, a three-ball win payout will reduce from £30 to a miserly £10.”

Allwyn, the lottery operator, replied: “To reassure any retailers who have been in touch, our consumer research shows that players find the idea of two chances to win for the same price more exciting, and many see it as offering greater value for money.

“Players we tested the game with were happy that they’d have two opportunities in every draw to win the £1m-plus prizes (at the jackpot and match 5+Bonus Ball tiers) and understood that some of the fixed prizes at the lower tiers have reduced to give them these extra chances of becoming a millionaire.

“Because they can now win more than once in a single draw and will win more often also means that, over the course of the year, players will likely experience a net benefit in terms of prize money won – for the same purchase price.

“Giving players nearly double the chance of winning and creating around 200 more millionaires each year – all for the same price and with the same number of balls to choose from – proved to be a compelling, value-for-money proposition for people.

“We’re forecasting that the new Lotto format will generate millions of pounds more in sales of the game in a typical week, and even more when we hold special event draws.

“This will be achieved through a combination of existing Lotto players playing more regularly, those who haven’t played in a while coming back into the game with the two chances to win, and new players also having a go.

“We expect the excitement around the new Lotto and Lotto HotPicks formats to drive stronger sales, supporting higher commission for retailers.”

A spokesperson said the new formats would also help drive football and associated spend in-store.

Ahead of the changes, Allwyn has asked retailers to keep their terminals on overnight on Saturday to help make sure the new Lotto is ready.

It has also sent its 43,500 retailers a launch box containing all the materials needed to guide players through the changes, as well as help retailers understand the new game.