Under the new scheme, the business’ five-times-a-week lottery game has been renamed the Big Win, with a new prize structure in place from 15 August. Previously, the draw was simply known as the Health Lottery draw.
The operator said the biggest prize change made is in the Saturday draw, when the main prize in its free second chance price draw is to be increased to £475,000 from £250,000.
“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 Health Lottery CEO Lebby Eyres.
“We’ve also rebranded to give the draw its own identity,” she added. “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.”
The Health Lottery shakes up lower-level prize structures
The rebrand has included other changes to the main draw’s price structure, including raising the price for four matching balls from £250 to £300.
Additionally, the rebrand will see a new Mega Monday promotion, in which online instant win players will be entered into a £500 raffle.
Users who have a direct debit on the site will also be automatically entered into a monthly raffle, with 10 players winning £100.
Eyres said this was done as part of a strategy to reward the lottery’s regular customers.
“We want to drive more engagement with our most loyal customers and relate to them better,” she said.
“From August, we will be asking them about different topics each month to obtain feedback on our rebrand, their journeys, instant win games, good causes and so on, with a view to making sure our product is as closely aligned with our players’ preferences as possible.”
Eyres, who is a former journalist and editor, drove the rebrand initiative after she joined the Health Lottery at the beginning of the year.
Controversy over percentage donated to charity
Historically, the lottery has faced criticism for donating only 20.3% of its ticket prize to worthy causes, compared to the 28% allocated by the National Lottery.
However, in 2020 the operator said it would be increasing the share donated to 25.5% due to the financial impact to the charity sector caused by the Covid-19 pandemic.
Original article: https://igamingbusiness.com/strategy/health-lottery-rebrand/
