The Fourth National Lottery Licence started today (1 February), marking the first time that responsibility for operating The National Lottery has changed hands in its 30-year history.
New licence operaor Allwyn says its strategy will bring to life how The National Lottery changes lives every day. Marketing investment over the coming months will showcase how the games differ from each other. This will start with a major new campaign from 1 February for The National Lottery’s cornerstone game, Lotto, asking ‘Will you be next?’ and highlighting how, on average, Lotto creates two millionaires a week. That campaign will be followed by a creative new activation for its Set For Life game.
In addition, Allwyn’s games strategy over the course of the licence aims to create even more new millionaires and prize winners.
Allwyn says the high street will continue to play an important role over the coming decade and it has plans to grow the retail presence further, with stores standing to benefit from greater sales support, more investment in marketing, new points of sale and, over time, significant upgrades to their technology infrastructure underpinned by Vodafone’s mobile connectivity. Allwyn has already announced a 50% increase in the number of team members supporting retailers.
Allwyn is also investing in a “broader” technology transformation programme to support the modernisation of The National Lottery, including the move to a new technology platform with Scientific Games. This will enable a richer and more relevant experience for individual players, while also using data to support healthy play.
In addition, Allwyn is integrating ambitious environmental and social commitments into every part of how it will operate The National Lottery. Allwyn has started on a journey to create a net zero National Lottery and will invest a ring-fenced £1m every year from its own profits into social value initiatives to help deliver a positive legacy.
Andria Vidler, Chief Executive of Allwyn UK, added: “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.”
Muntazir Dipoti, National President of the NFRN and an independent retailer, added: “I’ve had some great conversations with Allwyn over the last year and I know how seriously they’re taking their commitment to retailers, so I’m really excited to see what the next decade brings.”
