A high pressure discharge lamp system and a method for operating a high pressure discharge lamp are provided. The method includes rotating the discharge lamp around its longitudinal axis. The discharge lamp or a lamp assembly including the discharge lamp and a reflector may be rotated through specified angles at specified times or intervals, or upon the occurrence of specified events. The discharge lamp may be rotated when the lamp is deenergized or when the lamp is energized. The discharge lamp may be rotated by a predetermined angle before operation, after operation, or after a predetermined burn time. The lamp system includes a rotation mechanism coupled to the lamp assembly and configured to rotate the discharge lamp about its longitudinal axis.