New Marketing Campaign Unveiled as Allwyn Assumes Control of The National Lottery

Allwyn Makes History as New Operator of UK National Lottery

Allwyn, a lottery giant, has made headlines by becoming the first company other than Camelot to take over the operation of the United Kingdom’s National Lottery. The Czech company has promised to celebrate this historic moment by providing more funding to good causes than ever before.

The decision to select Allwyn as the successor to The National Lottery was made some time ago, despite initial resistance from Camelot and IGT, who attempted to challenge the UK Gambling Commission’s choice, alleging bias on the part of the regulator.

Despite facing challenges, Allwyn remained resolute in its commitment to take over the lottery. Eventually, the company’s former competitor, Camelot, was acquired, resulting in Allwyn indirectly taking charge of The National Lottery sooner than expected.

On February 1, 2024, Allwyn officially assumed control of The National Lottery, marking the beginning of a new era for the beloved lottery. Justin King, Allwyn UK’s chair, pledged to work diligently over the next decade to increase the returns for National Lottery-funded projects. The company also announced the launch of a new nationwide campaign to commemorate these changes.

Andria Vidler, the chief executive of Allwyn UK, expressed her ambition to ensure that The National Lottery plays a greater role in benefiting future generations. She acknowledged that this journey would take time, but anticipated many significant milestones along the way. Vidler highlighted the importance of 2024, a year that will include the Olympic and Paralympic Games, as well as the 30th anniversary of the lottery’s establishment.

In response to Allwyn’s new license, Gambling Minister Stuart Andrew praised the company’s ambition to generate funding for important initiatives. He emphasized the significant role of The National Lottery in the lives of many Britons and expressed optimism that under Allwyn’s leadership, the lottery will continue to positively impact millions of people. Andrew also acknowledged IGT’s extension of its partnership with The National Lottery.

With Allwyn at the helm, there is great anticipation for the positive changes and increased support for worthy causes that will come from the operation of The National Lottery in the years to come.