Camelot
Group plc
Project overview
E-scape were commissioned by Camelot - operator of the UK
National Lottery to design an Instant Win Game based on the
well-known board game Snakes and Ladders. Instant Win Games
are a mixture of online scratchcards and interactive games
available to UK lottery players at www.national-lottery.co.uk.
E-scape has been working with Camelot to develop engaging online game concepts since Instant Win Games launched in February 2003. The launch on the internet was the first stage in Camelot's strategy to increase access to The National Lottery in order to increase sales and maximise returns to Good Causes.
The solution
The treatment involved building multiple ways to reward players throughout the game without changing what is a recognized style of game-play. In this way players consistently receive an experience that is engaging, exciting and full of suspense. Instant cash prizes are sprinkled across the playing board and a combination of lucky squares have been introduced which are accumulated by the player to increase the possibility of a cash win. The challenge was to deliver a positive playing experience which kept the player engaged. This was successfully achieved by introducing a reward element each time the player lands on a snake and has resulted in a game which is great fun, even if you don't win every time!
[ back
to portfolio section ] [top of the page]
|
www.national-lottery.co.uk