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Lottery must highlight good causes to address decline in popularity
A survey into the National Lottery has said that its operator, Camelot, needs to continue highlighting the good causes it supports if it is to arrest the Lottery’s decline in popularity.
According to a report by Mintel, the number of people gambling on the National Lottery is declining faster than any other form of mainstream gambling.
While more than three quarters of adults (76 per cent) played the Lottery on a Saturday night five years ago, this has fallen to a current level of less than two thirds (63 per cent).
Popularity in the south is falling particularly quickly, with over a third of players spending less now than in the past.
Mintel consumer analyst, Amanda Lintott, said that the introduction of new games had failed to sustain long-term interest and that as the Lotto reaches maturity, a ‘tailing off’ in interest is ‘inevitable’.
Lintott also said that the majority of people surveyed believed the Lottery should not be run for profit and that more of its funding should go to local and regional good causes: showing that marketing initiatives linking the lottery to money raised for good causes could help maintain interest in playing.
Other areas of gambling – including dog and horseracing and gaming machines – are reported to be holding their popularity comparatively well.
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