Camelot appoints Roast London as lead SEO agency

UK national lottery operator Camelot has confirmed the appointment of London agency Roast (weareroast.com) as its lead SEO agency.

Roast who label themselves as an “independent online performance agency” becomes Camelot’s first appointed SEO agency.

UK marketing news source The Drum has reported that the agency will primarily focus on improving SEO positions for the National Lottery’s Gamestore brand which competes for rankings in the highly competitive instant win games and scratchcard rankings.

Gareth Moore, Head of Digital commerce at Camelot, commented on 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 operator announced the launch of its new National Lottery website at the start of 2015, as it looks to revamp its digital operations and focus on its growing online sales.