What has Allwyn done since taking charge of the lottery?

The Olympic and Paralympic Games in Paris this summer were a huge success for Team GB, with 189 medals secured. And several leading athletes paid tribute to the National Lottery for their vital support.

But new operator Allwyn, which took over the licence in February, wants to double donations to good causes, from the £30m a week currently generated to £60m over 10 years. And not just for the Olympics. Other causes it supports span community, arts, heritage and grassroots sport.

But it can’t do that on its own – retail is critical to that growth. So, what’s the plan and what progress has it made since Allwyn took over?

It’s fair to say the going has been slow, as the transfer of ownership was complicated by litigation involving incumbent Camelot and its technology partner IGT, among others.

So while it claims it’s already invested £350m to reinvigorate and modernise the lottery, the litigation has meant crucial investment in new terminals to support the most up-to-date games on which Allwyn is relying to achieve these numbers has yet to be rolled out. 

Initial innovation will focus on a refresh of its scratchcards. In September it debuted the UK’s first scented scratchcard, styled like a chocolate box. Ahead of the National Lottery’s 30th anniversary next month, it has also launched a £2 ‘Birthday’ scratchcard, offering seven top prizes of £300k. And it’s marking the festive period with a multimedia push for its first gift tag scratchcard.

It’s also just started rolling out new PoS equipment, free of charge, including a new illuminated scratchcard dispenser with a 15.6-inch HD screen and a play station with double-sided graphics supported by a new network provided by Vodafone.

Retailers say they are already seeing benefits.

“Two regular customers who had never played the lottery before saw the new kit and decided to play EuroMillions,” says Raj Kularajah, owner of Twinsco in St Albans.

While scratchcards can be vital footfall drivers, however, Allwyn is conscious that players don’t need to leave home to enjoy new games any more. So a new partnership with Snappy Shopper is enabling retailers to sell scratchcards online for the first time. Over 100 independents are selling via the home delivery platform so far.

“Lottery anywhere is our ambition,” says Allwyn interim retail director James Dunbar.

But the biggest gains will come from improvements to the terminals for its 40,000-strong retail customers. Retailers who currently have compact lottery terminals will start to receive new ones from next month for “faster transactions and an enhanced retailer and player experience”. Monthly lease fees paid by CLT retailers will be scrapped, saving them £600 a year. The rollout is set to complete by the end of 2025.

Read more on Allwyn:

Allwyn launches chocolate-scented scratchcard with £500 prizes

Allwyn to offer £140k in cash rewards to ’Local Retail Champions’ in new initiative

Allwyn partners with Snappy Shopper on National Lottery online scratchcards

Tech support

To make it as smooth and seamless as possible, the rollout is being supported by a new team of 55 sales reps in another “hugely important investment in retailers”, says Dunbar.

Allwyn is also strengthening ties through a ‘Local Retail Champions’ initiative, launched last month. Through public nomination, for community-led efforts such as delivering groceries to vulnerable customers or supporting local good causes, 100 retailers can win their own cash prizes in a National Lottery first.

It is to be followed by another new initiative offering cash prizes of £2,000, £5,000 and £10,000 to retailers who sell a winning National Lottery ticket or scratchcard worth £50,000.

“It’s about extending that winning experience to the retailer,” says Dunbar.

Retailers are noticing. It’s added 1,100-plus new ones to the estate in the past eight months.

“It’s an incredibly exciting and transformative time to be a National Lottery retailer,” adds Dunbar, “and the upcoming technology changes and games launches are building the baseline of what’s to come.”