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Allwyn on its plan to dial up the distinctiveness of the National Lottery’s key brands
Allwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
New National Lottery operator Allwyn is on a mission to revitalise the “magic” of its games as it takes on the decade-long licence.
Throughout its almost 30-year history, the National Lottery has had one operator, Camelot. But in February, the licence was handed over to a new operator, Allwyn.
When its successful bid was announced in 2022, Allwyn pledged to “revitalise” the National Lottery brand, in a “safe and sustainable way”.
