Over the past six months the Instants brand and logo has been gradually phased out in favour of promoting each game under its own name as a scratchcard from the National Lottery.
Camelot's director of marketing communications, Jo Kenrick, said it had decided to scrap the Instants name because only 20% of regular players recognise it.
The rebranding coincides with Camelot's preparations to unveil initiatives to widen the appeal of scratchcards, such as linking with Hasbro to launch a Connect 4 game in May.
The activity follows the launch of a Monopoly game and is part of a move by Camelot to imbue scratchcards with a retro appeal by linking them to games played in childhood.
Unlike ticket sales for the main Lotto draw, sales of National Lottery scratchcards for 2001 to 2002 were up 5.9% at £578.5m; the cards achieve average weekly sales of about £11m.
Recent research by the National Lottery Commission showed that 16- to 24-year-olds are most likely to play scratchcards.
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