BATLEY-BORN lottery chief Dianne Thompson is confident that Camelot will secure the new National Lottery licence.
She rejected claims that the lottery process was a foregone conclusion, saying it was a fair fight.
Ms Thompson added that the company had big plans for the lottery if Camelot won.
An expansion plan hopes to capture a younger age range of players.
Applications for the new licence - running for 10 years to 2019 - have to be submitted by today.
Camelot is expected to face competition from Australia's Tattersall's and Mumbai-based Sugal and Damani.
Interest has also been shown by Greek lottery operator Intralot.
Ms Thompson, 56,
said: "Our bid team has thought very radically about the future of the lottery and we have written a bid designed not just to retain the licence but to win it.
"Despite our achievements in returning the lottery to growth and delivering more to society than any other lottery in the world we are taking nothing for granted."
Ms Thompson, who has been with Camelot for 10 years, says she will stay as chief executive until 2012 if the company wins the licence.
She was awarded the CBE in the New Year's Honours List last year and holds an honorary professorship at Huddersfield University.
Camelot have signed up Endemol, the firm which makes TV's Big Brother, to overhaul lottery draws.
The preferred bidder for the licence is due to be announced in June.
Ms Thompson's father worked for the Co-op in Batley and her mother was a fitter at Clarks' shoes.