National Lottery Changes Not Well Received

United Kingdom Lottery

Earlier in the year the National Lottery announced that it was going to overhaul the Saturday drawings. The lottery will offer a new look lottery game giving players more opportunities to win new prizes. The new prizes include a new raffle game that will have 1,0-00 winners weekly and jackpot prizes of £10 million. In September national lottery operator Camelot launched its ‘biggest ever marketing campaign to publicize the changes during the run up to the introduction of the new changes in October. Unfortunately data from YouGov’s BrandIndex shows consumers are not happy with the overhaul.

The National Lottery’s index score; which is an average of a brand’s quality, value, satisfaction, recommendation, reputation and impression in the eyes of consumers and players. The lottery’s score dropped four points in October and its rating dropped from +1.0 to -3. The lottery’s ‘brand impression’ score dropped from 13 to 6 during the same period. The national lottery’s ‘satisfaction’ rating dropped from 6.7 to 3.1.

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