Camelot revamps EuroMillions product
Bigger jackpots on offer in effort to make game "fresh and appealing" but ticket price goes up
Camelot and the nine other operators of EuroMillions have overhauled the product to provide bigger jackpots and double the number of guaranteed UK millionaires.
The changes, set to be introduced in September subject to final regulatory approval, includes bigger jackpots, a higher starting jackpot of ?14m (currently ?12m), new must-be-won European Millionaire Maker raffle events and bigger special promotional draws.
In the UK, there will be at least two guaranteed millionaires every draw through the UK Millionaire Maker, doubling the current number, in a bid to take the offering to “the next level”, according to the firm.
The number of Lucky Stars to choose from has also expanded from 11 to 12.
The changes will see the UK cost per line rise to ?2.50, an increase of 50p from the current price, while the price across Europe will change to ?2.50 per line.
Camelot said it was the right time to make the game “fresh and appealing” as it looks to offer customers the games they want and make as more money for good causes.
Sally Cowdry, consumer & retail director at Camelot, said: “EuroMillions has always captured the UK public’s imagination with its exhilarating jackpots and numerous multi-million pound winners – boosting returns to good causes in the process.
“It’s now time to re-energise the game and take it to the next level – and these fantastic enhancements will do just that, helping us to deliver even more for our players and UK good causes in the years to come.”
Lottery companies around the world have found themselves under increasing pressure from bet-on-lottery operators such as Lottoland, with increasing numbers devising ways in which to produce bigger jackpots to stave off competition.