Allwyn appoints agencies to drive National Lottery marketing

By Robert Fletcher

Allwyn has appointed Leo Burnett and VCCP as joint creative advertising agencies for the UK National Lottery.

Under the arrangement, Leo Burnett will develop campaigns for The National Lottery brand. The agency will also revamp plans for instant lottery games and improve the links between National Lottery games and Good Causes.

VCCP will oversee marketing communications for the Lotto and Set For Life games. It will also manage rollover and jackpot-specific campaigns for draw-based games.

Allwyn said this multi-agency approach will help drive increased awareness for individual product brands. This, it said, will lead to an increased number of campaigns and maximise reach.

“We’re delighted to appoint these two leading agencies to support our vision for the National Lottery,” an Allwyn spokesperson said. “The competitiveness of the pitch process demonstrates the appeal The National Lottery holds to many people.

“We’re looking forward to both agencies coming up with effective, compelling campaigns to further broaden that appeal, making The National Lottery even more relevant to more people in a safe and sustainable way.”

Fourth National Lottery licence 

Allwyn was awarded the fourth National Lottery licence in September last year and will assume control in February 2024. This will end Camelot’s 28-year tenure as operator.

This came after the Gambling Commission announced in March 2022 that Allwyn, previously known as Sazka, was its preferred applicant.

The announcement faced pushback from both Camelot and IGT, Camelot’s technology provider. Both companies criticised the decision and eventually challenged it in court.

Camelot issued a legal challenge to the decision in April 2022, arguing the Commission had not been forthright in its communication. Camelot also said its employees were “owed a proper explanation” as to why the licence was not renewed.

This led to the High Court automatically suspending the licensing decision.

However, in September, Camelot withdrew its high court challenge. This followed reports that money for good causes could be at risk in a lengthy court case – removing Allwyn’s final obstacle in receiving the licence.

Earlier this year, Allwyn completed its acquisition of Camelot UK from the Ontario Teachers’ Pension Plan board (OTPP).

Allwyn also finalised a deal to acquire the US-facing Camelot Lottery Solutions unit of companies from Ontario Teachers.

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