New game idea

Got an idea for a new game, such as an Instant Win game, draw game or scratchcard? Let us know and you could see your idea brought to life! Apart from a great story to tell your friends and family, imagine the excitement of possibly seeing your game idea being launched and played by thousands of people.

How to design a great game

Here are some things to consider when developing your new game idea:

What is the name of your game and is there a theme?

Come up with a catchy name and consider themes such as luck or sports.

How will the game be played?

Consider how players will play the game. For draw games, consider how often the game draw would take place. For scratchcards, think about different play styles, e.g., 'Your score beats theirs'.

What will the price and prizes be?

Think about what the price of the game and prize amounts will be, the different prize levels, the odds of winning and the percentage of sales returned to players in prizes. For draw games, consider whether the prizes will be fixed or shared amongst all winners.

For scratchcards, the top prize for a £1 game can't be more than £15,000; for a £2 game, no more than £150,000; and for a £5 game, no more than £2,000,000.

What is the game's strategy?

Ask yourself some of the following questions:

  • What are the likely sales for your game on an annual basis and what is the rationale for your estimates?
  • How does your game complement the existing portfolio of National Lottery games?
  • Are there any other games - lottery or non-lottery - with which the game will compete?
  • Does your game offer any play or prize benefits over existing National Lottery games?
  • Why would players choose to play your game?
  • How would you ensure that players continue to find your game interesting to play over time?

How to submit your idea

Please read the 'Camelot Terms and Conditions for New Idea Review' shown on this page, then print and sign them, and send them with your game idea, and contact details, to the following address:

New Game Co-ordinator
Camelot UK Lotteries Limited
Marketing Department
Tolpits Lane
Watford
WD18 9RN

We will send a reply to you explaining the next steps, and the process we go through to evaluate your ideas. Please remember to enclose your contact details.

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