Allwyn takes over the running of the UK National Lottery
Operator finally replaces Camelot and launches new ad campaign for Lotto brand as CEO says custodianship a “journey that will take time”
Allwyn has made history after taking on the fourth National Lottery licence in the UK and as the first company other than Camelot to operate the near-30-year-old state-franchised prize draw.
Commencing today, 1 February, Allwyn has officially replaced Camelot as the custodian of the National Lottery after being awarded the licence by the Gambling Commission in 2022.
A slew of legal challenges had pushed Allwyn’s original go-live date back, but after acquiring Camelot and agreeing a deal with IGT for the supplier to continue as the National Lottery’s tech partner, Allwyn was able to assuage concerns.
Allwyn has also tapped Scientific Games to eventually take over from IGT as the National Lottery’s tech provider, while Vodafone has been added to help deliver on aims of improving the product and customer experience.
The Czech-based lottery giant has insisted there will not be a “big bang” change from 1 February, with the Pan-European operator insisting progress will be made across the length of the 10-year licence.
Allwyn confirmed plans to deliver improvements to the National Lottery’s retail network as part of the licence ownership.
These include upgrades to infrastructure, point-of-sale machines and marketing, while a 50% increase in staff dedicated to retail support has been planned.
As part of the official transition, Allwyn has launched a new campaign centred around Lotto as part of a focus on individual brands within the National Lottery umbrella.
The ad, which was created in partnership VCCP London and directed by Ed Rosie via Girl&Bear Studios, encourages people to guess who will be the next winner of the Lotto.
The ‘Will you be next?’ campaign, which has had its media planning managed by Hearts & Science, was shot in familiar locations such as cinemas and convenience stores.
The campaign will also feature an extensive out-of-home arm with billboards place across the UK.
As part of the new launch, VCCP has also rebranded Lotto across audio, visual and motion.
Andria Vidler, Allwyn UK CEO, said: “On Thursday we start the important process of doing more with The National Lottery for the benefit of future generations.
“It will be a journey that will take time – but one that has many incredible milestones along the way, offering us more opportunities to reflect on all the good that comes from it.
“This year is particularly significant, with the Olympic and Paralympic Games and The National Lottery’s 30th birthday. We want the birthday year, and the decade that follows, to be full of more unmissable and unforgettable moments for more people in more ways.”
Gambling minister Stuart Andrew added: “People up and down the country have been playing The National Lottery for almost 30 years and it will continue to be one of the nation’s favourite pastimes.
“Allwyn’s new licence will see The National Lottery fund even more important initiatives through its commitment to raising millions more pounds for good causes.
“From mental health services and maintaining heritage and the arts, to supporting our Olympians and Paralympians, The National Lottery will continue to have a positive impact on the lives of millions.”