Society lottery operator The Health Lottery has announced a revamp of its flagship lottery game, along with the launch of a new website, logo and brand identity.
Its five-times-a-week lottery game has been renamed The Big Win and a new prize structure will be put in place from this week.
The biggest prize change is in the Saturday draw, when the main prize in its free second chance prize draw will be increased to £475,000 from the current level of £250,000. Players who buy a ticket for any Wednesday or Saturday night draw are automatically entered into a free second chance prize draw, which takes place shortly after the first draw.
There will also be some other changes to the draw’s prize structure, with the most significant being that those matching four balls on any draw will receive a prize of £300, up from £250.
“To improve our appeal to players, we’ve increased our Saturday night free prize draw to the highest level possible for a society lottery operator,” said Lebby Eyres, CEO at The Health Lottery. “Players will be able to win a truly life-changing amount from this weekend’s draw. Though the free second chance prize draw jackpot will almost double, tickets to the main draw will still cost £1.”
Eyres added: “We’ve also rebranded to give the draw its own identity. As The Health Lottery’s portfolio of games has expanded beyond the original lottery draw, we decided it was time the main game was differentiated more strongly from our other products.”
Eyres highlighted The Health Lottery’s increased investment in marketing and advertising and how it would help retailers. “Retail is a really important part of our business, and that’s one reason we have included leaflet drops in our new marketing strategy,” she said. “We will also be doing more above-the-line advertising, which should benefit our retail partners. We’ve got new point of sale going out and we’re doing visits to all of our stores to talk through the changes with both large and small retailers.”
The new website also features an overhauled and much-expanded section with stories of people who’ve benefited from the funds raised via The Health Lottery.
“I want to drive a better emotional connection between players and The Health Lottery by improving our storytelling and making players aware of where the good causes element of their ticket is going,” said Eyres. “Part of the way we are doing this is by breaking down these stories and the associated charities on a regional level to show people what good causes we’ve supported in their local region and how their tickets are making a difference to people who live around the corner.”
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