As of February 1st, Allwyn has officially taken over the management of the UK National Lottery, marking a significant transition in the lottery’s history. This change comes 16 months after the Gambling Commission awarded Allwyn the license to operate the National Lottery, replacing the longstanding operator, Camelot, which had been running the lottery since its inception in 1994. Allwyn is now responsible for all aspects of National Lottery operations and product offerings.
Allwyn’s successful bid for the fourth lottery license involved fierce competition from prominent contenders, including Camelot, The New Lottery Company (owned by Northern and Shell, the operator of the Health Lottery), and Italy’s Sisal.
The National Lottery encompasses various facets, including online and retail sales for the main Lotto draw, Set For Life, Thunderball, Hotpicks, scratchcards, and access to the EuroMillions game across the UK.
What to Expect from Allwyn’s Tenure
The fourth National Lottery license introduces several new initiatives designed to benefit good causes. One notable change is the introduction of an “Incentive Mechanism,” ensuring that all National Lottery products contribute to “Returns to Good Causes” at consistent levels. Moreover, Allwyn’s profits will only increase if the returns for good causes also rise.
Andrew Rhodes, Chief Executive of the Commission, described Allwyn taking control as a “historic moment” and a significant “milestone” for the regulatory body. He emphasized the Commission’s dedication to working with Allwyn and the government to make the fourth lottery license a success for both players and the various charitable causes supported by the National Lottery.
John Tanner, Executive Director of the Commission and Senior Responsible Owner for the fourth National Lottery license, also expressed gratitude to Allwyn and Camelot for their efforts in achieving this transition.
Navigating Challenges on the Path to the Fourth License
Allwyn faced its fair share of obstacles while securing the fourth lottery license. The journey began when the Commission announced Allwyn as its preferred candidate in March 2022, a decision that drew criticism from Camelot and International Game Technology (IGT), Camelot’s technology provider.
Camelot launched a legal challenge, asserting that the Commission had not been transparent in its communication and demanding a proper explanation for the non-renewal of its license. This challenge led to an automatic suspension of the licensing decision by the High Court. Eventually, Camelot withdrew its high court challenge, removing the final hurdle for Allwyn to be officially awarded the license.
IGT, on the other hand, pursued a claim for damages but later asked the Court of Appeal to dismiss the claim. Subsequently, IGT entered into a new technology partnership with Allwyn.
Camelot’s Legacy and Allwyn’s Acquisitions
Although the Camelot name will no longer be associated with the National Lottery, Allwyn has made several acquisitions related to Camelot. In February 2023, Allwyn purchased Camelot UK, the entity responsible for operating the National Lottery. Additionally, Allwyn acquired Camelot Lottery Solutions (Camelot LS) earlier in the same year, rebranding the US-facing business as Allwyn North America to align with the acquisition. These acquisitions provided Allwyn with valuable insights into lottery operations, aiding in the smooth transition of responsibilities.
Building an Allwyn Team
In preparation for its role as the National Lottery operator, Allwyn assembled a dedicated UK leadership team and support staff. Andria Vidler joined as CEO in July 2023, with Alan Artz serving as Chief Financial Officer. Chris Lyman, former CEO of Lotto NZ, assumed the position of Chief Operating Officer, while Mark Smith became the Group Chief Technology Officer.
Other key figures in Allwyn’s leadership team include Gaby Heppner-Logan as Chief Assurance and Participant Protection Officer, Lucy Buckley as Chief Commercial Officer, Martin Novak as Chief Data Officer, and Alastair Ruxton as Chief Strategy and Corporate Affairs Officer. Sam Sheriff serves as Chief People Officer, Harry Willits as General Counsel, and Jenny Blogg as Operations Director. Eddie Bennett and Paul Lumb are leading the transformation efforts in operations and technology, respectively.
Recent additions to the Allwyn team include Steve Parkinson as Brand and Marketing Director for Allwyn UK and Mark Hughes as Chief Security Officer.
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