The Health Lottery has introduced several changes to its gaming portfolio alongside a new website and logo in a wide-ranging rebrand.
Its five-times-a-week lottery game has been renamed The Big Win, with a new prize structure being implemented from Tuesday.
Saturday’s main prize in the free second chance prize draw has undergone the biggest change, with the pot increasing to £475,000 from its 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.
Meanwhile, players who match four balls on any draw will receive £300, up from £250.
And a newly introduced Mega Monday promotion will see anyone who plays QuickWin on Mondays entered into a £500 raffle. The new Super Sunday 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.
Lebby Eyres, CEO at the Health Lottery, said the changes to Saturday's draw have seen the prize pot increase to the “highest level possible for a society lottery operator.”
“We’ve also rebranded to give the draw its own identity,” she added. “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.”
Eyres said The Health Lottery wants to “drive more engagement” and maintain a “better emotional connection” with customers while “improving our storytelling and making players aware of where the good causes element of their ticket is going.”
The Health Lottery will overhaul a section of the website that features stories of people who have benefitted from the funds it has raised.
“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 is also looking to “relate” to customers better and ensure its offering is “as closely aligned with our players’ preferences as possible,” with Eyres adding that the operator is asking players about different topics to obtain feedback on the rebrand, their journeys, the instant win games and good causes the operator supports.
