Camelot has announced a major refresh of permanent point of sale (PPOS) equipment across its 47,000-strong retailer estate.
The five-month retail rollout – the first such overhaul in over five years – will begin in mid-July and will see retailers receiving updated PPOS, including:
• a refreshed National Lottery Playstation;
• an updated National Lottery Scratchcard dispenser;
• modernised National Lottery signage, including pavement, window and/or wall signs; and
• new poster frames
The updated kit will carry new branding for The National Lottery and its games, which will see its ‘crossed fingers’ symbol included at the centre of every game logo.
As part of the new branding, The National Lottery’s Scratchcards and online Instant Win Games will be brought together under the umbrella brand ‘GameStore’ across both retail and digital channels. GameStore will make it much easier for players to identify and play their favourite instant win games wherever they are – and will reinforce awareness that these games belong to The National Lottery.
Duncan Malyon, Camelot’s sales director, explained: “This is great news for our retailer partners and underlines our continued commitment to investing in them to help them make the most of selling National Lottery products. It’s the next stage in our plan following the four-year extension to our licence – which saw us successfully expand our retail estate by an additional 8,000 outlets – and will ensure the PPOS items are robust and relevant for the years ahead.
“The new items will also carry striking new branding which will achieve more stand-out in today’s increasingly competitive trading environment, create a better link between all games and The National Lottery, and appeal to a new generation of players – all of which will mean more sales and commission for retailers, and more money for Good Causes.”