“A tactical medium we will need to exploit”, Camelot’s Richard Bateson on using mobile technology

Using mobile to directly contact consumers is something Camelot is looking to exploit over the coming years, the lottery operator’s commercial director, Richard Bateson has said.

Discussing the role that mobile has to play for marketeers while judging The Drum Marketing Awards, Bateson said using the medium to send messages to mobile phones will help overcome the hurdles Camelot faces when trying to encourage consumers play Lotto or Euromillions.

“One of the biggest challenges we have is activating our players to play when big jackpots are in the market. Being able to ping messages, particularly when you walk past one of our stores or one of our posters, is a very tactical medium that we will need to exploit over the coming years... I see mobile being extremely important for us.”

Bateson added that new technology is something that particularly excites him as it enables Camelot to get to know its consumers better and deliver personalised offerings.

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