Allwyn, formerly known as Sazka, has officially taken over the National Lottery operations, replacing Camelot, which had run the lottery since its inception in 1994.
This marks a significant shift in the lottery landscape as Allwyn assumes responsibility for all aspects of the National Lottery, including online and retail sales for Lotto, Set For Life, Thunderball, Hotpicks, scratchcards, and UK access to the Europe-wide game EuroMillions.
In securing the coveted fourth lottery license, Allwyn faced fierce competition from industry heavyweights, including Camelot,
The New Lottery Company (owned by Health Lottery operator Northern and Shell), and Italy’s Sisal.
However, Allwyn emerged victorious, securing the license with a vision of innovative changes.
The fourth lottery license introduces several new initiatives designed to benefit good causes.
A key feature is the “Incentive Mechanism,” ensuring that all National Lottery products contribute equally to “Returns to Good Causes.”
Notably, Allwyn’s profits will only increase if the contributions to good causes rise, aligning their success with the greater social impact.
Andrew Rhodes, the Chief Executive of the Commission, hailed this transition as an “historic moment” and a “milestone” for the regulator, emphasizing the Commission’s commitment to ensuring the National Lottery’s continued success for both players and the causes it supports.
John Tanner, the Commission’s Executive Director and senior responsible owner for the fourth National Lottery license, expressed gratitude to Allwyn and Camelot for their efforts in facilitating this transition and ensuring the next decade of the National Lottery’s success.
Nonetheless, the journey to securing the fourth license was not without hurdles.
Allwyn faced criticism and legal challenges from Camelot and International Game Technology (IGT), its technology provider, who questioned the Commission’s decision and communication.
Camelot raised concerns about the lack of transparency in the decision not to renew its license, leading to a suspension of the licensing decision by the High Court.
Eventually, Camelot withdrew its legal challenge, removing the final obstacle for Allwyn’s formal award of the license.
As for IGT, after initially pursuing a claim for damages, they have now agreed to a new technology partnership with Allwyn.
Although the Camelot name will no longer be associated with the National Lottery, Allwyn has made several acquisitions, including Camelot UK and Camelot Lottery Solutions (now rebranded as Allwyn North America), granting them valuable insight into lottery operations before taking over the reins.
To prepare for this transition, Allwyn has assembled a robust leadership team and support staff, including CEO Andria Vidler, CFO Alan Artz, COO Chris Lyman, CTO Mark Smith, and other key figures across various departments. Recent hires further reinforce Allwyn’s commitment to a successful future for the National Lottery.
With Allwyn now at the helm, the National Lottery is set to embark on a new era, promising equal contributions to good causes and a fresh approach to ensuring its continued impact on the UK.