Enriching the Camelot experience


Camelot’s strategy for long-term, responsible growth is based on offering players an enhanced and regularly-refreshed range of games, and focusing on innovation to better reflect people’s changing lifestyles and shopping habits. Having launched a leading online and mobile technology platform in September 2014, it sought meaningful customer insight across all channels to improve player experience.


ABA created a multi-method approach to understand the holistic experience. Web survey data is integrated with user behavioural data to identify key insights and put a pound value on opportunities. Real-time feedback, available through a bespoke portal, enables immediate action.


In April 2015, following the launch of the new platform, Camelot credited focus on the digital customer when announcing record National Lottery sales. 2014/15 ticket sales were up 8.1% year on year; smartphone and tablet sales grew by 60%.