Changes on the way
For the first time in 30 years, the UK National Lottery has a new operator and it’s aiming to “build a legacy of change for good.”
commitment is to increase returns to National Lottery-funded projects”
Allwyn UK received the ten-year license following Camelot’s 30-year reign as the National Lottery’s operator. Justin King, chair of Allwyn UK, said: “Over the next 10 years, our commitment is to increase returns to National Lottery-funded projects and build a legacy of change for good.”
Allwyn Entertainment, owned by Czech businessman Karel Komarek, was awarded the Camelot Group franchise in 2022 following bids to continue operating the lottery beginning in 2019.
Since its start in 1994, the National Lottery has awarded ￡92bn ($116bn) to players and has created more than 7,000 millionaires and multi-millionaires.
Introduce new games
With the introduction of the National Lottery’s new operator, Allwyn UK intends to bring back the “magic”.
will focus on the Lotto first
Allwyn UK CEO Andria Vidler said she wants people to “feel excited” about the National Lottery when players check their numbers. Vidler explained that over time, the operator will “introduce new ways of playing which will bring back the magic of those early days” when millions of people gathered to watch the live draws of the National Lottery on TV. The live TV draws ended in January 2017.
Ways they are planning to achieve this is through more games that are entertaining for people to play and by creating more focus on individual games. Allwyn UK will focus on the Lotto first, followed by Set for Life, which gives players a chance to win ￡10,000 ($12,000) a month for 30 years.
“Exciting initiatives”
To attract more people to play the National Lottery, Allwyn UK will launch a new marketing campaign around the “Will You be Next?” slogan.?
With the 2024 Olympics and Paralympics taking place this summer as well as the National Lottery celebrating its 30th birthday, Allwyn said there are “exciting initiatives” in place that will “showcase the good that playing The National Lottery does.”
Plans to cut ticket prices to ￡1 ($1.27) are under review. Depending on what one plays, prices vary. For instance, Lotto tickets cost ￡2 per line ($2.53), whereas the Euromillions costs players ￡2.50 per line ($3.16). New draw-based games have also been delayed as Allwyn UK said these would impact sales and the amount of money they can deliver to good causes.