Camelot is to introduce a new ‘Mega Fridays’ EuroMillions draw offering non-cash prizes for the first time.

Taking place on the last Friday of each month from 31 October, the first special draw guarantees 25 £1m prizes to UK players through the UK Millionaire Maker, formerly known as the UK Millionaire Raffle.

As well as the £1m prize money, the 25 winners of the first draw will also win a private island getaway off Australia’s Gold Coast for themselves and seven of their friends and family. The number of guaranteed winners and non-cash prizes will change on a monthly basis.

Camelot sales director Duncan Malyon said: “The launch of the first EuroMillions Mega Friday draw is sure to create real excitement and buzz among National Lottery players.

“It’s a fantastic opportunity for retailers to boost their bottom lines by ensuring their regular players have bought their tickets and encouraging new players to give the game a go.

“The brand new, luxury non-cash prizes – on top of multiple guaranteed £1m cash prizes – will appeal to a huge range of players and will create a great talking point with customers. Eye-catching POS kits are in stores now and we will further support the launch with a massive TV, radio, press and outdoor advertising campaign – so retailers really do have an incredible sales opportunity ahead of them.”

Camelot recently reported that National Lottery sales for the first half of the financial year grew by £158m.

In the six months to 27 September, sales reached £3.5bn, the second-highest interim total since the National Lottery launch in 1994.

The growth was driven by in-store sales which increased by £117m on the previous year and remains the largest National Lottery sales channel. Last year’s National Lottery revamp was also a factor as well as the 10,000 standalone Scratchcard terminals rolled out to stores.