Biggest Euromillions draw of the year tonight – but are players set to give it the cold shoulder because of price rise?

• It comes following changes to the draw including a 50p increase per line to £2.50 which started on Tuesday night

• Lottoland.co.uk has frozen its EuroMillions ticket price at £2 following

• Since the price increase they have seen an increase of over 500 per cent

• Price freeze could save customers over £1002 a year or more Following Camelot's announcement that its EuroMillions price will increase from £2 to £2.50, online lottery betting leader Lottoland.co.uk has experienced a 536 per cent increase in sales as disgruntled Brits seek better value elsewhere.

IN REACTION to Camelot's price increase, Lottoland.co.uk has pledged to freeze its EuroMillions price at £2 – 50p less than Camelot – to offer Brits a more affordable option and potential saving of £100 a year.

Brits' negative reaction to Camelot's price increase isn't something new for the lottery provider, the increase in price of Lotto tickets from £1 to £2 in 2013 saw average ticket volumes drop by over 40 per cent4.

This data is further compounded by recent research indicating that almost three quarters of Brits (71 per cent) would shop around for alternatives if an item they regularly purchase increased in cost by 25 per cent.

The research also went on to highlight that a further one in eight people (13 per cent) would stop buying the item all together.

markettiers has filmed this handy guide from Nigel Birrell, the CEO of Lottoland.