Allwyn Entertainment to Begin National Lottery Talks with Stores

Allwyn has previously claimed the lottery needed to be ‘dragged into the digital age’

LONDON, U.K. (March 3, 2023) — Upcoming National Lottery operator Allwyn Entertainment is set to begin communicating directly with independent retailers for the first time later this year, with the launch of an in-person survey.

Last March, the Gambling Commission (GC) announced the global lottery operator Allwyn had won the bid to operate the fourth licence for a decade, starting 1 February 2024, ending Camelot’s 30-year reign since the service was founded in 1994.

Despite various court challenges from Camelot relating to the takeover, Allwyn confirmed that it had officially acquired Camelot last month, ending the legal issues.

Under its strapline of transitioning to a ‘bigger, better and safer National Lottery’, Allwyn remained committed to adopting a ‘digital-first approach’ within its bid, claiming it would generate sales growth as part of its plan to double the money generated for good causes, build on a “cutting-edge technology platform” to improve player protection, invest in retailers and improve convenience access for participation.

At the time, the GC described this particular development of technology within the lottery as “critical”. However, in recent weeks, store owners have expressed concern over the lack of communication from Allwyn, with only a year to go until they will be expected to operate the lottery differently.

betterRetailing understands the firm is currently working on a detailed communication plan, to be shared with retailers very soon. It’s expected that the first piece of direct correspondence will be when stores will be asked to participate in an in-person site survey this summer to better understand individual set-ups and equipment.

Previously, chief executive Robert Chvátal said the company had grown rapidly in Europe “by investing in lotteries and making them better, and we intend to build on this phenomenal track record in the UK”.

Despite claiming the lottery needed to be “dragged into the digital age”, Allwyn has stayed committed in reinforcing the vital role shops will have in this.

betterRetailing understands the firm will reassure store owners that retail remains at the heart and centre of its bid, and that whatever changes are made, it will provide store owners with the opportunity to grow their sales, alongside subsequent network growth.

Last week, the Post Office confirmed it would be ending its relationship with the National Lottery when the third licence ends. Allwyn described this as “positive”, with a spokesperson claiming postmasters will be able to “contact Allwyn and benefit from increased field support, incentive schemes and technology”.

At the time, betterRetailing understood independent retailers operating the lottery during the fourth licence and beyond will receive similar terms and conditions to Camelot.

SOURCE: Better Retailing.