Camelot Games Innovation

Camelot has been operating The National Lottery since its launch in 1994. Since then a lot has changed, we have a new audience more accustomed to playing Candy Crush on their smartphones than playing the National Lottery.

As part of our series of rapid innovation sprints, we took teams of Camelot strategists and developers, and paired them with students from Greenwich’s Ravensbourne College to co-create games and content concepts specifically to appeal to 18-35s.

The top three ideas were pitched to the ‘Dragon’s Den’ panel of senior Camelot executives. And the winning pitch went into development.