Company: CAMELOT UK LOTTERIES LTD
Brand value: US$1,881 million
Headquarter city: Watford
Change since 2017: NEW ENTRY!
Year formed: 1994
The National Lottery is one of the most popular forms of gambling in the UK, generating close to £7 billion in ticket sales in the year to March 2018. Draws are televised, and a large proportion of ticket sales goes towards funding community projects that the lottery says range from “repairing Scout huts to making Olympic and Paralympic champions”. One percent of revenue is profit, around 4 per cent goes on operating costs, and the other 95 percent goes to winners and the community. In 2017, National Lottery launched the campaign “Who wins if you win?”, which focuses on real people and asks, “What would you do if you won the lottery?”. The campaign, which is continuing this year, also features real winners’ first reactions to finding out over the phone that they have won. The National Lottery was formed by a consortium of British companies and a US-based software company. The consortium, called Camelot Group, was bought by the Ontario Teachers’ Pension Plan in 2010.