The company is expected to dedicate the same figure to marketing spend for 2005-2006.
Phil Smith, commercial and operations director, said it planned 11 more ads on TV. “Our Lady Luck TV campaign generated an extra £10m in the first two months,” he said. Camelot also plans to roll out a National Lottery Fast Pay card to 1,000 Tesco stores this year.
Smith said Camelot was in talks with other multiple supermarkets about extending the scheme.
Camelot’s electronic jackpot communicators, which display the latest jackpot totals for various games, have now been installed in 100 stores, with wider roll out plans.
In the year to March 31, total sales grew 3.3% to £4.77bn.