Camelot Group plc, operator of The National Lottery, has selected
TradeDoubler, Europe’s leading provider of online marketing and sales solutions, to implement an affiliate marketing program to drive online registrations for the new ‘Play by Text’ service. Play by Text allows players to purchase tickets by text message through their mobile phone for Lotto, EuroMillions and Daily Play - once they have registered online.

The affiliate program aims to drive online registrations to the National Lottery site ( where users can register for a National Lottery account and choose to play via the Internet, Sky Active or their mobile phone.

The Play by Text affiliate program is an extension of an existing relationship between TradeDoubler and Camelot, which now covers four products advertised online through TradeDoubler’s publisher network:- draw-based games Lotto, Euromillions, Daily Play and the new Play by Text service.

“Our network of publishers is eager to work with Camelot due to the prestige and general awareness of the National Lottery brand. So far, we have more than 1,000 publishers participating in the program,” said Will Cooper, chief marketing officer at TradeDoubler. “The team at Camelot clearly understands the benefits of online marketing and has embraced the affiliate programme as an integral part of their online strategy.”

Rick Jones, Interactive Marketing Manager at Camelot said: “We have put a lot of resource into the program from our side, for example, ensuring our creatives are constantly updated and have also worked very closely with the account management team at TradeDoubler. We view TradeDoubler as an extension of our online marketing department which has been a critical factor in the success of our affiliate program.”

Affiliate marketing provides a highly cost-effective, performance-based solution for companies, such as Camelot, needing to maximise their budgets and remain cost-efficient. Affiliate programs can achieve a substantially higher return on investment to increase registrations than gained through traditional, more expensive print advertising mechanisms.

About TradeDoubler

Founded in 1999, TradeDoubler is the European leader in providing online marketing and sales solutions. Industry leaders all over Europe have partnered with TradeDoubler to work with performance-based marketing and to manage online relationships, in order to increase sales and improve online business. TradeDoubler is headquartered in Sweden with a presence in 15 other markets, and customers include Apple, Dell, John Lewis, Air France and Kelkoo. Please visit for further information.

About Camelot Group plc

Camelot Group plc is the operator of The National Lottery® and is committed to raising money for the Good Causes designated by Parliament. Camelot is not responsible for distributing or awarding these funds. To date, over £16 billion has been raised for Good Causes by The National Lottery, with over 180,000 individual projects benefiting across the UK – the biggest programme of civic and social regeneration since the 19th Century.

Camelot is committed to the highest standards in player protection and social responsibility in both the retail and internet environments, and was ranked in Business in the Community’s 2003 Top 100 Companies That Count, in terms of social responsibility. Players of all National Lottery games must be aged 16 or over.

Editorial contacts

Bite Communications

Gia Goodman/Belinda Tewson

T: 020 8834 3473/020 8834 3403



William Cooper

T: 020 7881 1404


Published on: 12:00AM on 20th December 2004