Camelot is launching a “massive” marketing campaign to promote the new EuroMillions HotPicks game, with the first draw taking place this week.

Tickets for The National Lottery’s new game go on sale this Thursday (January 25), with the first draw taking place on Friday (January 26).

Many retailers across the UK have already received and sited their EuroMillions HotPicks POS. The in-store kit, which features an orange theme, includes free-standing display banners, posters, balloons, bunting, player leaflets and leaflet holders, as well as playstation inserts, and a scratchcard dispenser flash.

The EuroMillions HotPicks game is priced at £1.50 and played on Tuesdays and Fridays. Camelot is also launching a large HotPicks marketing campaign across TV, digital platforms, radio and social media.

The company behind the National Lottery is expecting a sales boost from the new EuroMillions game, which will also be helped by an extra Thunderball draw taking place every Tuesday from January 30.

Camelot’s head of retail James Pearson said: “Brand new EuroMillions HotPicks and the addition of a Tuesday Thunderball draw will both provide a great opportunity for stores to kick off 2018 with a bang. These changes will offer further choice and value to players, and help drive sales and footfall – not to mention that all-important sales commission for our retailers.

“This is all part of our strategy to get The National Lottery back into growth and raising as much money as possible for Good Causes, so we appreciate the support of our retail partners in helping us raise awareness and get the new game off to the best possible start.”

Furthermore, independent retailers also have a shot at winning £20,000 as part of the EuroMillions HotPicks retailer incentive. Thousands of pounds has already been won, but the grand prize of £20,000 has yet to be drawn. To be in with a chance of winning, retailers should visit nationallotteryallstars.co.uk, before the programme ends on January 25 at 11.50pm.