To grow the National Lottery responsibly, making it bigger better
safer for all.
Trusted, Inclusive and Innovative
As custodians of The National Lottery, we have a responsibility to consider the wider economic, social and environmental impacts of our activities. We’ve established three main pillars that underpin our work
Protecting the Planet
Committing to be a net zero National Lottery.
A commitment to report on our health and wellbeing goals and our plans to integrate diversity, equity, and inclusion in how we operate.
Building prosperous places
Helping retailers thrive through innovation and investment.
Our commitment is to build and operate a bigger, better, safer National Lottery; a more accessible and entertaining National Lottery that, benefits society and funds a brighter future.
Evolving The National Lottery means always placing responsible player experience at the forefront.
- Games will not only be meaningful and engaging, but purposefully safe and sustainable - preventing excess and unaffordable play. We will continue to build on the incredible variety of existing games, while delivering the innovation required to make National Lottery play a social experience.
At Allwyn, we prioritise the safety and wellbeing of all National Lottery participants. We have implemented a number of measures to protect against harmful behaviour.
- Safer games for all participants
- Stringent safeguards to protect vulnerable participants
- Potential harm detection and early prevention
The broad and diverse player base of The National Lottery is what makes it so great. The wide reach of The National Lottery is made possible through safe, accessible play - core components to every single game, with a digital-first approach that ensures relevance today.
By partnering with Purple Tuesday, a global social movement for enhancing the customer experience for disabled people and their families, Allwyn UK is committed to making The National Lottery more inclusive and accessible than ever before.
The digitisation of The National Lottery’s games not only enables an improved Participant Protection strategy to be implemented, but means we are able to enhance and support physical retail, big and small.
Allwyn will improve the player and retailer experience as a whole.
- Data enables retailers to better serve and protect participants every day, with every game played.
- For The National Lottery family, increased technology translates to more clarity over funding models and improved communication and marketing
To place The National Lottery where it belongs – playing a central role in peoples’ lives for the better.
Significantly increase Good Causes contributions by the end of the Fourth Licence.
Support The National Lottery Distributors to provide greater certainty and transparency around funding, making their work easier.
Making The National Lottery the benchmark for how best to protect participants.
At Allwyn, we prioritise the safety and wellbeing of all National Lottery participants. To ensure that everyone can enjoy our games responsibly, we have implemented a number of measures to protect against harmful behaviour.
Allwyn UK is proud to be part of the Allwyn Entertainment Group, a multi-national lottery operator with leading market positions across Europe.
We have brought together an impressive management team alongside some of the world’s leading corporate partners in marketing and innovation. We have considerable experience of the UK’s retail, gaming, digital and entertainment sectors.
Our people are fully aligned with our core values and Good Causes initiatives, and we are working together toward our vision of a bigger, better, safer National Lottery for all.
Only two weeks left until 18 December deadline for Retailers to transfer their National Lottery Retailer Agreement
Allwyn is urging the small proportion of independent retailers who haven’t yet completed their Transfer of Retailer Agreement (TRA) from Camelot to Allwyn to complete the simple process as soon as possible
8-Week Countdown to Deadline for National Lottery Transfer of Retailer Agreement
Allwyn urge any independent retailers who have not yet completed their Transfer of Retailer Agreement (TRA) from Camelot to Allwyn to do so as soon as possible
Allwyn name Hearts & Science as preferred media agency partner for The National Lottery
Allwyn UK, the incoming operator of The National Lottery, announce the appointment of Heart & Science as its preferred media partner for the Fourth National Lottery Licence
Allwyn announces new leadership team to spearhead delivery of The National Lottery
New Executive will lead the delivery of the Fourth National Lottery Licence
Allwyn’s online portal goes live for National Lottery retailers to sign their transfer of retailer agreement ahead of the Fourth Licence
Allwyn, incoming operator of The National Lottery, confirmed that its new online retailer portal has gone live.
Allwyn sets out next steps for retailers ahead of National Lottery changeover
Allwyn, incoming licensee for the Fourth National Lottery Licence, set out some next steps for National Lottery retailers.
Allwyn UK appoints Andria Vidler as UK CEO, leading the incoming operator of The National Lottery
Andria will lead Allwyn as it prepares to become the operator of The National Lottery in February 2024.
Allwyn appoints Leo Burnett and VCCP to lead advertising for The National Lottery from 2024
Allwyn announce the appointment of Leo Burnett and VCCP as joint creative advertising agencies for The National Lottery.
Vodafone and Allwyn partner on digital upgrade for next National Lottery Licence
Vodafone and Allwyn UK have finalised an agreement to upgrade the technology underpinning the new UK National Lottery licence launching in February 2024.
Allwyn UK confirms appointment of Robert Chvátal as Interim CEO
Allwyn confirms that Robert Chvátal, currently Allwyn Group CEO has been appointed to the role of Interim CEO of Allwyn UK.
Allwyn confirms appointment of independent non-executive directors to support transition to Fourth Licence
Sharon Doherty and Victoria McKenzie-Gould lend strong digital transformation and consumer backgrounds to Allwyn team tasked with revamping The National Lottery.
Allwyn to operate UK National Lottery from February 2024
Allwyn has been officially awarded the Fourth Licence to operate the National Lottery for a decade starting February 2024.
Allwyn welcomes Camelot decision to withdraw their appeal
Allwyn Entertainment announces withdrawal by Camelot Entities of legal challenge to Allwyn’s selection as Preferred Applicant for UK National Lottery Licence.
Good news for The National Lottery
Today’s ruling is good news for The National Lottery; it enables the Gambling Commission to move forward to award Allwyn the Fourth National Lottery Licence.
A fresh start for the National Lottery
The National Lottery is a national treasure and we are honoured to have been chosen as its future custodian. With the Gambling Commission having put its trust in us, we can start to enact our plans to put the National Lottery back at the heart of our country.
Allwyn named Preferred Applicant for Fourth National Lottery Licence
We welcome today’s statement by the Gambling Commission that we have been selected as the Preferred Applicant for the Fourth National Lottery Licence. Our proposal was judged to be the best way of growing returns to good causes by revitalising The National Lottery in a safe and sustainable way.