Allwyn UK

The journey of Allwyn UK is a story of transformation and renewed ambition for one of the UK's most iconic institutions, The National Lottery. While The National Lottery itself has been changing lives since its inception in 1994, raising billions for good causes and creating thousands of millionaires, a new chapter began on February 1, 2024. On this date, Allwyn UK, part of the wider Allwyn Entertainment group – a seasoned multinational lottery operator with a strong track record across Europe – officially took the helm. This transition marked the first change in operatorship for The National Lottery in nearly three decades, heralding a fresh approach and a significant commitment to modernization.

Allwyn UK's arrival wasn't just a change of guard; it represented a pledge to reinvigorate The National Lottery for the digital age. The company embarked on this journey with a clear vision: to make the lottery more engaging, attract a wider audience, and, crucially, to significantly increase the funds generated for community, sport, arts, and heritage projects across the United Kingdom. Their strategy involves substantial investment in technology and data, aiming to enhance the player experience with more innovative games and seamless interactions, both online and in retail. This includes plans for new digital platforms, modernised retail terminals, and a refreshed marketing approach designed to recapture the nation's imagination. The path to this new era involved meticulous planning and navigating the complexities of taking over such a large-scale and beloved operation, all while ensuring a seamless transition for millions of players and over 40,000 retailers. Allwyn UK's narrative is one of building on a powerful legacy, driven by the belief that a modern, responsible, and entertaining lottery can deliver even greater benefits for society.