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The Health Lottery, a society lottery operator, announced today a redesign of its flagship game as well as a launch of a brand new logo, website and identity.
The Big Win is the new name for its five-times a week lottery game. A new prize structure goes into effect with tomorrow’s draw.
The Saturday draw is the one with the biggest change. Its main prize for its second chance free prize draw has been increased from PS250,000 to PS475,000. The players who purchase a ticket to any Saturday or Wednesday night draw will be automatically entered into the free second chance prize drawing that takes place soon after the first draw.
The prize structure will also change. The most important is that the prize for matching four balls in any given draw will now be PS300. This was previously PS250.
Lebby Eyres is the CEO of The Health Lottery. “To increase our appeal to players we have increased our free Saturday night prize draw to a level that’s unheard of for a society lotto operator.” The draw this weekend will offer players the chance to win a life-changing prize. Tickets for the main prize draw will cost PS1 even though the second chance jackpot is almost doubled.
Eyres continued: “We have also rebranded the draw to give it its own identity.” The Health Lottery has expanded its portfolio beyond the original lottery drawing, so we thought it was high time to differentiate the main game from the other games.
The Health Lottery offers a variety of draw-based games, including All or Nothing, QuickWin and online instant win games, in addition to The Big Win.
As part of the rebranding, The Health Lottery has introduced a Mega Monday Promotion, in which anyone who plays QuickWin on Mondays will be entered into a PS500 Raffle, and a Super Sunday promotion that offers a PS500 Raffle for Instant Win Games purchased on Sundays.
Direct debit players are also automatically entered into the monthly draw, where 10 players will win PS100.
Eyres explained that this change was part of its strategy to reward regular customers. It also invited 20,000 customers online to join a panel of customer representatives, where players receive free tickets for participating in monthly surveys.
We want to improve our relationship with our most loyal clients and drive greater engagement. We will ask them each month about different topics, such as our rebranding, their journeys and instant win games. This is to ensure that our product is aligned as closely as possible with the preferences of our players.
The Health Lottery website has been redesigned and expanded to include stories about people who have benefited from funds raised through the lottery.
Eyres was the driving force behind this initiative. She joined The Health Lottery in January after working as a journalist for more than 20 year, including 14 years at publications owned by The Health Lottery parent company Northern & Shell.
“I’m looking to improve the emotional connection between The Health Lottery and players by improving our storytelling, and making them aware of where their ticket money goes.
Eyres said that one way they do this is to break down the stories and charities associated with them on a regional basis to show the people the good causes and charities we have supported in their region. They can also see how their tickets make a difference for people living nearby.
Health Lottery is also investing in a major marketing campaign, including advertising above the line and leaflet distributions.
Mark Nash was appointed as the marketing director of The Health Lottery in May, along with Eyres. Nash previously served as the head of marketing strategy at Aviva and held other positions at Hiscox, News UK and Hiscox.
