The Health Lottery has announced a revamp of its flagship lottery game, along with the launch of a new website, logo and identity for its overall brand.
As the society lottery operator’s five-times-a-week lottery game gets renamed The Big Win, a new prize structure will also be in place from the draw on the evening of 15 August.
Lebby Eyres, CEO at The Health Lottery, commented: “To improve our appeal to players, we’ve increased our Saturday night free prize draw to the highest level possible for a society lottery operator.”
The main prize in its free second chance prize draw will be increased to £475,000 from the current level of £250,000.
The group also detailed players who buy a ticket for any Wednesday or Saturday night draw are automatically enrolled into a free second chance prize draw, which takes place shortly after the first draw.
“Players will be able to win a truly life-changing amount from this weekend’s draw,” added Eyres. “Though the free second chance prize draw jackpot will almost double, tickets to the main draw will still cost £1.
“We’ve also rebranded to give the draw its own identity. 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.”
The Health Lottery also offers the draw-based games ‘All or Nothing’ and ‘QuickWin’, as well as online instant win games.
Other changes being introduced as part of The Health Lottery’s rebrand include a Mega Monday promotion, where anyone playing QuickWin on Mondays is entered into a £500 raffle, as well as Super Sunday, which 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. The CEO explained that this last change was part of a strategy to better reward its regular customers.
This initiative was driven by Eyres, who joined The Health Lottery at the beginning of the year.
A former long-standing chief editor of Richard Desmond’s media empire, the appointment of Eyres as CEO of the Health Lottery surprised industry observers.
Not long after her appointment, she told SBC: “I believe that lotteries can be transformational for societies. I remember when the National Lottery was launched under the Major government in 1994 and how it changed fundraising across Britain.
“My sister was an Olympic athlete who competed in the 1992 Olympics in Barcelona, and I had seen her struggle with no form of support… for me, it’s clear that lotteries can be beneficial and transformational.”
On the latest rebrand, she concluded: “I want to drive a better emotional connection between players and The Health Lottery by improving our storytelling and making players aware of where the good cause element of their ticket is going.
“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.”