Consumers: What They Tell Us & What it Means for Our Games Matt Osgood 23 rd October 2012

Camelot provides players access to lottery products where, when and how they want, to ensure category relevance in a networked society

USA Sales: FY94-12 split by Draw Games and Instants

Looking at Multi Jurisdictional Per Caps – massive growth potential for the US

Through driving consumer appeal regardless of the luck of big jackpots

Commercial in Confidence – Camelot Global Services Limited © 2012 The Consumer as our Boss

The Consumer is Boss

So who are these people?

1 Person = 3 different mind-sets: Consumer, Shopper, Player Consumer ShopperPlayer REFLECTIVE: ON MISSION: IN THE GAME:

And how do we avoid this?

So want do Consumers want?

Commercial in Confidence – Camelot Global Services Limited © 2012 Consumer ironies about Lottery

Consumer ironies about Lottery No.1 People Say/Feel/ Think: “Jackpots under $50million are not worth playing for.” And yet…. Yet given $500k to pay off the mortgage, they would be over the moon

Consumer ironies about Lottery No.2 People Say/Feel/ Think: “There’s too many games, now. It’s too confusing.” And yet…. They don’t say this about Beer or Gum or Soda or Insurance

Consumer ironies about Lottery No.3 People Say/Feel/ Think: “$100 million is too much for one person… share the wealth - $1million for 100 people” And yet…. Bigger jackpots are what they really want and when they play.

Consumer ironies about Lottery No.4 People Say/Feel/ Think: “I dream of being a Millionaire.” And yet…. View $5 million not enough / Don’t know the jackpot that week

Point in time for the Marketeer to step up to the plate by providing solutions

Commercial in Confidence – Camelot Global Services Limited © 2012 Camelot’s approach

Camelot’s foundation to do this is by being grounded in our consumers…

Source: Camelot CCC Survey Nov 2008; Weighted Base: motivation scores given UK Gamers Aged …and their motivations to play… Brain Active Prevent Boredom Relaxation/ “me-time” Using my Skill On my own With others To win To experience To be sociable Share an interest To compete To have fun To enjoy the atmosphere SOCIAL INTERACTION MENTAL ESTIMULATION Brighten up my day Improve my lifestyle Change my life To day dream Everyone else was Support charity BEING PART OF THE CROWD CHANGE MY LIFE THRILL To avoid missing out Thrill of taking chance

… and what influences their expenditure...

…to uncover the truth, beyond the usual responses, to the things they really think and feel and need.

Commercial in Confidence – Camelot Global Services Limited © 2012 Case Study: UK Millionaire Raffle add-on game

EuroMillions growing but by 2008 only 38% of Lotto players had ever played

We talked to non-playing Lotto players to understand what their ‘round ball’ was

Players said: 1.You’re the National Lottery – who’s this Euro Lottery? 2.No one ever wins in the UK 3.Jackpots too big for one person 4.Winning will cut me off from my friends 5.Don’t want to fund European Good Causes UK Case Study: Millionaire Raffle add on game

Players said: 1.You’re the National Lottery – who’s this Euro Lottery? 2.No one ever wins in the UK 3.Jackpots too big for one person 4.Winning will cut me off from my friends 5.Don’t want to fund European Good Causes Our understanding led us to offer: 1.A Guaranteed UK Millionaire every draw 2.Integrated Portfolio National Lottery branding device 3.New advertising campaign designed to address fears of winning and issues around dream ceiling 4.Periodical Super Raffles UK Case Study: Millionaire Raffle add on game

3 Year Results: Over 420 additional UK Millionaires made by EuroMillions vs. the 34 in the preceding 5 years $1.33 Billion in incremental sales from Millionaire Raffle 59% of Lotto players now playing EuroMillions too vs. the 38% UK Case Study: Millionaire Raffle add on game

Driving appeal regardless of jackpot luck in the UK Launch of UK Millionaire Raffle in Nov 2009

THANK YOU Camelot Global Services Ltd Matt Osgood – VP Brands and Marketing E: M: +44 (0)