The National Lottery boosts digital marketing push

Digital marketing platform provider OtherLevels has significantly extended its relationship with Camelot by supplying the UK’s National Lottery operator with additional messaging capabilities to further boost player engagement. 

Camelot has integrated the supplier’s Web Push and Rich Inbox messaging services, broadening the way in which the organisation can send messages to National Lottery players via a desktop or mobile browser. Web Push on desktop is designed to widen the operator’s reach with its players, at various parts of the conversion funnel, who have previously been unreachable. The Rich Inbox function will enable the Camelot to reach its entire customer base within its app, with messages sent to an ‘email-like’ inbox. The new agreement follows Camelot’s initial integration of OtherLevels’ Native App Push, which provides push notifications via mobile devices.

Andy Dellbridge, Head of CRM and Digital Player Communications at Camelot, said: “We’re thrilled to be extending our relationship with OtherLevels, whose services have already proven to be highly effective for us. “We’ve seen our revenue per 1,000 messages double via OtherLevels Native App Push service, and we’re very confident that the addition of Web Push and Rich Inbox will have a hugely positive impact too. “None of this would have been achievable without the help of the experienced OtherLevels consultants and technical team, who have had a hands-on approach in setting up our messaging strategy, campaign optimisation and the sending of managed campaigns.”

Lance Standing, OtherLevels General Manager, EMEA, added: “We’re very pleased Camelot has entrusted us to deliver services to further boost its digital engagement with National Lottery players. “Our Web Push and Rich Box messaging services will provide Camelot with even greater reach, and we are confident that it will prove to be a powerful tool in its marketing strategy.” Camelot will have access to OtherLevels’ experienced Professional Services, with technical experts on hand to ensure the smooth integration of the OtherLevels platform and other third parties the National Lottery operator uses for its marketing strategy. They will also assist Camelot in setting up messaging strategies, as well as assisting with campaign optimisation and the sending of managed campaigns.

The adoption of OtherLevels’ intelligent messaging services will greatly improve Camelot’s ability to send out effective messaging to National Lottery players, while also improving player acquisition and retention rates.