For the first time, Britain is changing operators for the UK National Lottery. The UK Gambling Commission selected Czech group Allwyn Entertainment Ltd. for the fourth license to run the National Lottery, replacing Camelot UK Lotteries, which has run the lottery since its inception in 1994.
The license is for 10 years. Camelot’s license expires in February 2024; Allwyn will run the lottery until at least 2034. Allwyn is the new name for the former Sazka company.
“The selection of Allwyn as Preferred Applicant follows a fair, open and robust competition which received four applications at the final stage,” the Gambling Commission said in a statement.
“Allwyn has committed to investment in the National Lottery that is expected to deliver growth and innovation across the National Lottery’s products and channels, resulting in increased contributions to good causes, subject to the protection of participants and propriety.”
The Parliamentary All Party Betting & Gaming Group (APBGG), the group within Parliament that deals with gambling issues and has been critical of the Gambling Commission in the past, praised the decision.
APBGG Co-Chairman Scott Benton MP publicly congratulated the Gambling Commission on the selection of Allwyn. In a press release, the APBGG noted several problems with how Camelot has run the lottery.
“The group has been aware for some time of a number of concerns raised about how Camelot has been operating the National Lottery,” the statement said. “One concern is that they have appeared to be more focused on selling their instant win games than the Lotto draws, and these provide a smaller proportion of revenue to good causes.
“Linked to this is a serious concern that the proportion of National Lottery sales towards good causes had fallen from 28 percent in 2012/13 to 21 percent in 2020/21.”
The APBGG also noted problems from Camelot’s public messaging amid heightened regulation of gambling advertising. “The National Lottery appears to be allowed to get away with messages such as ‘Set For Life.’ ‘Dream Big Play Small’ and ‘The fun starts here,’” the statement said. “Why do they not have to follow the admirable example of the gambling industry and broadcast socially responsible gambling adverts, like ‘When the fun stops, stop’ and ‘Tap Out, Take A Moment, Avoid Bet Regret?’”
Other concerns involved the process of deciding among the applicants, with the APBGG citing criticism that Camelot has been twice reinstated on the sole basis of being the incumbent. “This had led many applicants to consider seeking Judicial Review,” said the parliamentary group.
“As co-chair of the All Party Betting and Gaming Group, I am happy to finally congratulate the Gambling Commission on something, and that is finally choosing an alternative to Camelot to run the National Lottery,” Benton said. “It would appear that Camelot has decided to take advantage of its position as the country’s guardian of good causes to become just another gambling operator, exploiting the benefits that its license provides in terms of advertising and access.
“We wish Allwyn Entertainment the very best of luck in its endeavors for the next decade and hope that it will bring some very much needed innovation to Britain’s most loved gambling product.”
Allwyn Entertainment pledged to “rekindle” the lottery’s operations.
“The National Lottery is a national treasure, and we are honored to have been chosen as its future custodian,” said Sir Keith Mills, chair of Allwyn’s bid, according to iGaming Business. “With the Gambling Commission having put its trust in us, we can immediately start to enact our exciting plans to deliver the National Lottery back to the heart of our country.
“We will do this by rekindling the meaning the National Lottery has for each of us, whether as individuals or as part of the communities we live in, whether we play the National Lottery or not.”
“I’m delighted that Allwyn’s proposal has been deemed the strongest to grow good causes in the safest and most sustainable way possible,” added Allwyn U.K. Chair Justin King. “The Gambling Commission has run a lengthy and detailed process, and I’ve been extremely impressed by the attention they have paid to the challenges facing the National Lottery over the coming decades.
“The National Lottery is a vital British institution and we’re focused on ensuring it plays an even bigger part in society by increasing participation, improving safeguards, and giving back more to good causes.”
