Company: CAMELOT UK LOTTERIES LIMITED
Brand value: US$1,716 million
Change since 2018: -9%
Headquarter city: Watford
Year formed: 1994
The National Lottery is one of the most popular forms of gambling in the UK, having paid out over £69 billion in prizes and created more than 5,100 millionaires since its launch. A large proportion of ticket sales goes towards funding community projects and national sporting programmes. This year marks the National Lottery’s 25th anniversary, and to celebrate, a content campaign including a series of mini-documentaries highlights some of the projects and causes that proceeds from ticket sales have helped to fund. A new National Lottery game, called Set for Life, has been launched in 2019, which provides an annuity rather than a lump sum as a prize. Winners receive up to £10,000 per month, every month, for 30 years. An advertising campaign for the new game urges gamblers to “make every month amazing”, showing how winners could live in long-term luxury. Keith Moor, formerly of the bank Santander has been appointed Camelot Chief Marketing Officer this year.