Camelot is aiming to return to growth in 2018 after identifying four key areas it needs to improve on as part of a strategic review.

The four key areas include the games themselves, retail support, its digital offering and reinvigorating the brand. These have been pinpointed after the lottery operator pledged a raft of new measures following a 10% loss in the year ending April 2017.

Additional measures also include improved PoS, merchandising and a bigger sales force to support retailers.

Naresh Purohit from Marseans, Dartford, said: “Camelot is listening and talking to retailers rather than pushing things through.”