MUSL Update Oct 25, 2011

Ideation output – 4 concepts researched (from 20+ generated) World Millionaire Maker For every EuroMillions line played, the Global Millionaire Maker special draw offers entry into an exclusive MUST BE WON global raffle draw creating 101 millionaires around the globe: one £50 Million winner and 100 prizes of £1 Million The Big One A Big Monthly draw with a rolling jackpot starting from £40 Million World Lotto 4 A Big Monthly draw with a rolling jackpot starting from £40 Million The Big Monthly draw happens every 4 weeks. In between, there are 3 other draws, one per week, with a £1 Million jackpot each World Millions U nique opportunity to enter into each of these 5 big jackpot games from around the world: EuroMillions, Mega Millions, Powerball, Oz Lotto and Viking Lotto on one ticket. PLUS each ticket provides entry into a MUST BE WON raffle draw creating one £100 Million winner and 25 runner’s up prizes of £1 Million

Concepts Evaluation OVERALL RATING Intent to play Propensity to play on it’s own / not as a substitution vs current games Understanding Interest / appeal WORLD MILLIONS!WORLD LOTTO4MONTHLY BIG ONE GLOBAL MILLIONNAIRE MAKER

OVERALL RATING Overview Performance of Concepts per Country WORLD MILLIONS!WORLD LOTTO4MONTHLY BIG ONE GLOBAL MILLIONNAIRE MAKER

World Millions Unique opportunity to enter into each of these 5 big jackpot games from around the world: EuroMillions, Mega Millions, Powerball, Oz Lotto and Viking Lotto on one ticket. PLUS each ticket provides entry into a MUST BE WON raffle draw creating one $100 Million winner and 25 runner’s up prizes of $1 Million

Recap of previous International Qualitative Research Qualitative Global Research Debrief Players are not waiting for a World Game: - Love existing games – size and scale of large jackpots is exciting - Think about world issues when a ‘World Game’ is mentioned – China (too big), Africa (too corrupt), Libya (war zone) etc. - Trust, integrity – big jackpots but poor odds - Unique proposition – special, different, event based - Global good cause – not essential but assumed by some in research (Finland believe this is a must and could influence their decision to participate) One clear leading concept – World Millions had common appeal across all countries. Global Millionaire Maker was the second leading concept (but had limited appeal). World Millions Strong appeal, exciting, high perceived value, no cannibalisation Quick Pick – some players wanted to play their own numbers Raffle – in light of comprehension issues, is this required or not? Players offering to pay more than expected to participate

Example shown is ‘No Raffle’ Stimulus

Knowledge of the other lottery games is limited which may be driving low trial 8 % heard of% played Q23. Which, if any, of these international lottery games have you heard of? Q24. Have you ever played……….(INSERT NAME)? Base: All respondents = 4030

Overview of UK Findings 9 Low awareness and experience of other multi-jurisdiction games in the UK. Low value for money. Only general feelings of appeal “I like it” rather than a specific game feature/emotional benefit. On further probing, key drivers of appeal relate to the generosity of the game in terms of chances of winning (Entry into 5 jackpot games, 5 jackpots to play for and 35 chances of winning smaller prizes), hence the reason those concepts offering more raffle prizes performed better (antidote for perceived huge odds of winning a jackpot). Key negatives focus on price, concerns over huge odds (odds not stated) and general disinterest in the idea/another game. There was some risk on the impact on TNL brand reputation with a shift on positivity to The National Lottery post concept exposure and “above average” scoring on Game Design Protocol tool for vulnerable groups The key UK target market for World Millions is current EuroMillions players, with the level interest dependent on their current frequency of playing EuroMillions (weekly players having most interest)

Overview of UK Findings, and Revenue Projections pound price point most favored. More frequent draws earn the most revenue, but cannibalization goes up. High sales depend on at least one of the games having a high jackpot. Likely players tend to by younger; regular EuroMillions players. If 2 annual draws total game revenue could be $1.33 billion (34% for U.S. for $450 million). - About $730 Million for the U.S. with quarterly draws.

More UK Research Planned 11 Test a model with a large jackpot in at least one game most of the time. Test a game tied to popular calendar events – New Year’s Eve. Camelot asked to sell Powerball Online; to test actual foreign lottery interest.

U.S. Comments 12 Americans like choice; Let Americans choose 5 of 7 or 8 nation’s games. Better appeal to American ties to their heritage. Better chance for at least one high jackpot. Encourages more foreign participation by allowing limited ticket. Better appeal for “limited” availability of some nation’s games.

New World Game Start Date 13 December 31, 2013 (New Year’s Eve). World Game Plan Camelot to test more current concept; simply cross-selling; new game concept. Consider the second European game (Italy, Norway, Finland, German, others).

Next Meeting; Tasks 14 January 25, 2012 (EL Conference) Meet with Vendors about System Capabilities. Consider Short-Term Instant Game. Update legal analysis of international and online games. Evaluate next Camelot research results.