Camelot Global

Camelot Global entrusted us to uncover the intricacies of the consumer journey in playing the lottery for their US operations. By combining driver analysis with qualitative insights, we delved into both the emotional and behavioural aspects of lottery players. This comprehensive approach helped Camelot identify key opportunities to influence player behaviour before and during in-store play. We also tackled the challenge of stagnant lottery ticket sales by analysing why communications were failing to resonate with consumers. Our findings revealed that existing communications focused primarily on game announcements and instructional content, neglecting the core emotional motivations driving players. By reshaping the communications narrative for one US state, we successfully contributed to a remarkable 13.5% increase in lottery ticket sales over a 12-month period.