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Camelot to revamp the National Lottery’s customer journey with Roast hire

Camelot is looking to make it easier for people to find and play the National Lottery’s various competitions with the appointment of performance-led agency Roast.

The organisation has worked with online performance shops in the past but has never tasked a lead SEO partner with such a large brief before. Roast will manage SEO for Camelot, particularly focusing on its recently launched Gamestore brand, which is billed as the new home for National Lottery online Instant Win Games and Scratchcards.

Gareth Moore, head of digital commerce at Camelot, said of the appointment: “We recognise SEO as a crucial element of our digital marketing mix. We need to ensure that the online journey is as easy as possible for National Lottery players and, given that our GameStore brand is completely new, we wanted to ensure that all of our Instant Win Games online are easy to find and play.”

The hire is a boon to a digital offering hailed by Camelot earlier in the year for its notable contribution to National Lottery sales in 2014. Major changes were made to the brand’s digital presence amid wider shifts that also spawned a new logo.

Earlier this year, the organisation announced plans to merge its retail, marketing and customer divisions, in a move that saw marketing chief Sally Cowdry gain additional responsibilities.