Society lottery operator The Health Lottery has today announced a revamp of its flagship lottery game, along with the launch of a new website, logo and identity for the overall brand.
Its five-times-a-week lottery game has been renamed The Big Win, and a new prize structure will be in place from tomorrow night’s draw.
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.”
In addition to The Big Win, The Health Lottery also offers draw-based games All or Nothing and QuickWin, as well as online instant win games.
Other changes being introduced as part of The Health Lottery’s rebrand include a Mega Monday promotion, where anyone playing QuickWin on Mondays is entered into a £500 raffle, as well as Super Sunday, which offers a £500 raffle for instant win games bought on Sundays.
In addition, direct debit players will automatically be entered into a monthly raffle that will see 10 players win £100 each.
Eyres said this last change was part of a strategy to better reward its regular customers. It has also invited 20,000 online customers to be part of a customer panel, with players receiving free tickets in return for taking part in monthly surveys.
“We want to drive more engagement with our most loyal customers and relate to them better. 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.”
Other changes aimed at increasing engagement among players include an overhauled and much-expanded section of the website that features stories of people who’ve benefited from the funds raised via The Health Lottery.
This initiative was driven by Eyres, who joined The Health Lottery at the beginning of the year after more than 20 years as a journalist, 14 of which were spent at publications previously owned by The Health Lottery’s parent company Northern & Shell.
“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.
“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,” said Eyres.
The Health Lottery will also invest in a significant marketing campaign to support the rebrand, including above-the-line advertising and leaflet drops.
In addition to appointing Eyres to help drive its planned rebrand, The Health Lottery also named Mark Nash its marketing director in May. Nash was previously head of marketing strategy and planning at general insurer Aviva, and has also held positions at Hiscox and News UK.
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