Who Runs the National Lottery in 2025? | Meet the Current Operator
Since its launch in 1994, the National Lottery has become a defining part of UK life, funding thousands of community projects and creating life-changing winners every week.
As the lottery evolves in a rapidly changing digital landscape, questions around its current leadership and future direction are more relevant than ever.
Understanding who is behind this massive operation, and what they aim to achieve, offers valuable insight into how the National Lottery continues to shape society today.
What Is the National Lottery and Why Does It Matter in the UK?
The National Lottery is one of the most significant fundraising tools for public benefit in the United Kingdom. Since its launch in 1994, it has played a pivotal role in financing thousands of community initiatives, cultural programmes, and national infrastructure projects.
Operated under a licence awarded by the UK Gambling Commission, the lottery is designed to deliver a blend of entertainment and social good.
Over the years, the National Lottery has:
- Distributed more than £95 billion in prize money
- Created over 7,400 millionaires
- Contributed over £50 billion to National Lottery-funded causes
The structure of the lottery ensures that a portion of all ticket sales is allocated to good causes. This model has enabled transformational developments across the UK, from building sports centres to funding arts organisations and supporting heritage conservation projects.
In addition to its financial benefits, the National Lottery holds cultural significance. Weekly draws and instant win games are part of the national routine for millions.
The transparency and regulation of the lottery also reinforce public trust, making it a reliable avenue for both recreation and philanthropy.
Who Is the Current Operator of the National Lottery in 2025?
Allwyn UK became the operator of the National Lottery on 1 February 2024, taking over from the Camelot Group, which had held the contract since the lottery’s inception.
Allwyn UK operates under the Fourth National Lottery Licence, which is set to run for 10 years. Allwyn is part of the broader Allwyn Group, an international lottery operator with established operations across multiple European markets.
Their proven track record in running successful lotteries across countries like Austria, the Czech Republic and Greece gave them an edge in securing the UK licence.
The transition from Camelot to Allwyn was overseen by the UK Gambling Commission and included a structured handover process to ensure continued service and public confidence.
Key milestones in the transition:
| Date | Event |
| March 2022 | Allwyn awarded the Fourth National Lottery Licence |
| February 2024 | Official transfer of operations from Camelot to Allwyn |
The appointment marked a strategic shift focused on digital transformation, player safety, and increasing returns to good causes.
Who Is Allwyn?
On 1 February 2024, Allwyn UK officially assumed responsibility as the operator of The National Lottery, marking the beginning of the Fourth National Lottery Licence.
This transition followed a rigorous competitive process and signalled a shift toward modernising the lottery while strengthening its contribution to good causes across the UK.
Allwyn’s core ambition is to grow The National Lottery responsibly by offering more games, attracting a wider player base, enhancing entertainment value, creating more winners, and significantly increasing funding for National Lottery-supported projects.
How can they continue a legacy of positive change?
Since 1994, The National Lottery has played a transformational role in the UK. It has awarded over £95 billion in prizes and created more than 7,400 millionaires.
Perhaps more importantly, it has raised over £50 billion for more than 700,000 community, sport, heritage, and arts projects throughout the country.
Allwyn UK is committed to honouring and building upon this legacy. Over the course of its 10-year licence, the operator plans to double returns to National Lottery-funded initiatives, expanding the positive impact across every corner of the UK.
What Are the Strategic Goals?
Allwyn’s long-term vision for The National Lottery focuses on five strategic goals:
- Providing a wider range of lottery games
- Engaging more players from diverse backgrounds
- Injecting more entertainment into the lottery experience
- Creating more prize winners
- Increasing funding for community and charitable projects
This approach is supported by major investments in digital platforms, customer experience, and responsible gaming practices.
What is the Contact Information?
Allwyn UK offers dedicated contact channels for different types of enquiries, ensuring all stakeholders receive the appropriate support.
| Enquiry Type | Contact Information |
| Head Office | 37-39 Clarendon Road, Watford, United Kingdom, WD17 1JA |
| Tel: 01923 425000 | |
| General Enquiries | Main switchboard number: +44 (0) 1923 425000 |
| Retailer Enquiries | Retailer Hotline: 0800 8 40 50 60 |
| Player Enquiries | www.national-lottery.co.uk |
| Media Enquiries | Allwyn Press Office (including urgent out-of-hours): +44 (0) 20 7632 5711 |
| Good Causes / Funding | www.lotterygoodcauses.org.uk |
| The National Lottery Funding Helpline: 028 9568 0143 | |
| International Business | www.allwynentertainment.com |
Each of these channels has been put in place to support different groups, from players and retailers to media and international partner,s ensuring open and effective communication.
What Is Allwyn UK’s Vision for the Future of the National Lottery?
Allwyn UK’s overarching vision is to modernise the National Lottery while significantly increasing its societal impact.
They are working towards creating a more engaging, inclusive and entertaining platform that aligns with modern consumer habits.
A few of Allwyn’s core objectives include:
- Developing a digital-first lottery model
- Doubling the amount returned to National Lottery-funded projects
- Creating better experiences across both online and in-store platforms
- Ensuring responsible gambling through improved player protection
They are focusing on modern consumer engagement, recognising the shift towards digital interaction. Their commitment to a mobile-responsive, data-driven, and highly secure lottery platform reflects an understanding of today’s users and their expectations.
Their long-term ambition is to evolve the National Lottery into a more interactive, diverse and rewarding experience for a wider demographic of players.
How Did Allwyn UK Win the Fourth National Lottery Licence?
The competition for the Fourth National Lottery Licence was one of the most competitive and transparent in the lottery’s history.
Several operators expressed interest, with Camelot, the long-standing incumbent, also submitting a bid to retain the licence.
The UK Gambling Commission assessed each bidder on a range of criteria, including financial stability, operational capability, commitment to player safety, and strategies for increasing returns to good causes.
Allwyn stood out due to its comprehensive approach to innovation, digitization, and player engagement.
Reasons why Allwyn secured the licence:
- A forward-thinking digital strategy
- Strong international reputation and experience
- Focus on increasing social value
- Comprehensive responsible gambling framework
Allwyn’s proposal also included investment in retail infrastructure and commitments to maintain and enhance the National Lottery’s brand and presence across the UK.
What Are Allwyn UK’s Core Strategies and Commitments?
Allwyn UK’s strategic approach is anchored in three pillars: technology, social value, and player safety. Their operational model incorporates the latest innovations in gaming technology and data science to deliver a more modern experience for users.
Strategic Pillars:
| Pillar | Description |
| Player Protection | Advanced monitoring systems, self-exclusion tools, and responsible play messaging |
| Social Value | Commitments to environmental sustainability, community partnerships, and diversity |
| Digital Innovation | Use of AI, mobile-first development, and seamless in-store to online integration |
Allwyn is also making considerable investments in customer experience through the development of intuitive interfaces and personalised gaming content. This includes revamping digital platforms and enhancing communication through smarter engagement tools.
They are further working with retail partners to update hardware systems, implement new terminals, and offer a consistent experience across all sales channels.
Key actions under their strategy include:
- Investment in user analytics to personalise experiences
- New games designed for broader audience appeal
- Retail innovation through upgraded terminals and real-time integration
How Is Allwyn UK Ensuring Participant Protection for the National Lottery?
Participant Protection is the cornerstone of Allwyn UK’s strategy to grow The National Lottery in a responsible and sustainable way.
With over 30 million participants, Allwyn has committed to embedding safety and well-being into every aspect of the player journey.
Their approach to Participant Protection is multifaceted, involving advanced technology, robust policies, and proactive communication to safeguard all individuals who interact with the lottery, whether online, in-store, or via marketing channels.
Technology-Driven Protection for All Participants
Allwyn leverages technology and data insights to understand player behaviour and support responsible play. By analysing how users interact with lottery products, the operator can tailor interventions, monitor risk, and maintain a safe environment for every participant.
The foundation of this initiative is to keep the National Lottery enjoyable while ensuring it remains a space of trust and security.
This includes:
- Avoiding marketing content that appeals to children or vulnerable groups
- Promoting the message “Dream Big, Play Small” across various platforms such as the National Lottery website, Scratchcards, play slips, and advertisements
- Creating dedicated responsible play content through a stand-alone website with educational resources and support service referrals
Support services by gambling sites like GamStop, GambleAware, GamCare and Gamban are also actively promoted to players who may need external help.
Ensuring Responsible Game Design and Player Safeguards
Every new game introduced by Allwyn undergoes a comprehensive risk review process.
Two industry-standard tools are used to assess each game’s potential impact, followed by an internal review by an independent governance group that includes compliance, technology, and player protection experts.
For online players, a range of features ensures control and awareness of play:
| Player Safety Features for Online Use | Description |
| Age & Identity Verification | Robust checks before any gameplay is allowed |
| Deposit and Spend Limits | Daily and weekly limits to help manage budgeting |
| Reality Check Pop-Ups | Regular alerts to remind users of their time |
| Budget Calculator | Helps players assess and manage spending habits |
| Self-Assessment Tool | Allows users to evaluate their own risk profile |
In October 2024, a policy was introduced to restrict in-store Scratchcard purchases to a maximum of 10 per transaction.
This measure was supported by extensive training and awareness sessions with over 40,000 retailers. Compliance is now being monitored through the Operation Guardian mystery shopper initiative.
Retailers also have access to a discreet support tool via their in-store terminals. By pressing the ‘Responsible Play’ button, they can print a special pink ticket resembling a regular National Lottery slip, containing support service details for customers.
Retail Engagement and In-Store Awareness
Retailers play a vital role in participant protection. To support them, Allwyn has implemented several initiatives:
- A Responsible Play button on lottery terminals
- QR codes on media screens to instantly access support services
- Enhanced retailer training via the National Lottery Retail Training Centre
- Refresher sessions focused on preventing underage or excessive play
These tools allow retailers to intervene and assist when they identify concerning play behaviour, all while maintaining a customer-friendly environment.
Upcoming Features to Strengthen Player Protection
Allwyn UK has announced several new measures that will be rolled out shortly to further enhance protection:
| Upcoming Measures | Target Group | Description |
| Time-based Limits for Instant Win Games | All players | Reminders every 20 minutes; automatic log-out after 60 minutes |
| Deposit Limitations | All players | Maximum initial deposit of £50; personal limits required before first deposit |
| Targeted Messaging | At-risk players | In-game alerts for signs of excessive play |
| Financial Vulnerability Assessments | Vulnerable groups, high spenders | Assessment based on behaviour, age, or £150+ deposit in 30 days |
| 18–25 Age Restrictions | Young adults | Lower maximum spend limits and game access restrictions |
| Return from Break Restrictions | Returning users | Limitations on Instant Win Games to prevent rapid re-engagement |
| New Conference on Participant Protection | Industry stakeholders | Sector-specific event to discuss innovation in responsible play |
| Expanded Responsible Play Website | General public | Central resource hub with signposting to support services and education |
These additions represent a proactive approach that goes beyond standard industry requirements. They ensure that both new and existing players are supported in a consistent, transparent, and empathetic way.
Support for Vulnerable and At-Risk Players
For those identified as vulnerable or displaying at-risk behaviour, Allwyn has developed a layered approach of preventative and responsive tools.
This includes:
- Multiple self-exclusion options, ranging from short breaks to permanent blocks
- A detailed intervention system featuring automated alerts, emails, direct contact via phone, and mailed communications
- Behavioural analytics powered by data and AI to detect early signs of problem gambling
These systems are designed to escalate in intensity as the identified risk increases, ensuring timely intervention that is tailored to individual needs.
Allwyn is also working on integrating financial vulnerability assessments via Experian to better support those at financial risk. These assessments will apply to young players, those showing risky patterns, and high-deposit individuals.
Who Are the Key People Behind Allwyn UK?
The leadership team at Allwyn UK includes seasoned professionals with diverse experience across digital, gaming, entertainment and public service sectors.
Their expertise has been instrumental in steering the organisation’s transition and future strategy.
Executive Leadership Team:
| Name | Role |
| Andria Vidler | Chief Executive Officer |
| Alan Artz | Chief Financial Officer |
| Chris Lyman | Chief Customer Officer |
| Samantha Sheriff | Chief People & Places Officer |
| Alastair Ruxton | Chief Corporate Affairs Officer |
| Mark Smith | Chief Technology Officer |
| Mark Hughes | Chief Security Officer |
| Harry Willits | General Counsel |
Board Members Include:
- Justin King CBE (Chair)
- Lord Sebastian Coe
- Sharon Doherty
- Victoria McKenzie-Gould
- Robert Chvatal (Allwyn Group CEO)
- Katarina Kohlmayer
- Kenneth Morton
- Pavel Saroch
- Simon Burke
- Adrian Joseph OBE
These individuals bring leadership credentials from across government, business, sports, and technology. Their collective focus is to ensure Allwyn UK delivers on its ambitious objectives while maintaining operational excellence.
How Is Allwyn Modernising the National Lottery Experience?
Allwyn is introducing wide-ranging changes aimed at making the lottery more engaging, accessible, and secure. Central to this transformation is their digital-first approach, which prioritises convenience, flexibility, and personalisation.
The player journey is being redefined through:
- Upgraded mobile applications with real-time updates
- Integration of biometric security and facial recognition for account protection
- Enhanced user dashboards and result notifications
- New in-store terminals offering a faster and more intuitive ticket-buying process
Allwyn is also investing in backend systems that improve scalability and transaction efficiency. These systems are critical to processing millions of entries each week while maintaining data security and accuracy.
What Impact Has the National Lottery Had on UK Society?
The National Lottery’s legacy is one of widespread social transformation. Since 1994, the funds raised from lottery ticket sales have supported more than 700,000 projects.
These range from local youth initiatives to Olympic training programmes and from art installations to scientific research funding.
Areas most commonly supported include:
- Education and lifelong learning
- Health and social care services
- Sport and physical activity
- Cultural heritage and conservation
- Social inclusion and diversity projects
National Lottery grants have helped build community centres, fund theatre productions, support disaster relief, and more. These initiatives not only enrich communities but also foster cohesion and opportunity.
Table below shows a breakdown of National Lottery funding by sector:
| Sector | Amount Allocated (Approx.) |
| Arts and Culture | £7.5 billion |
| Sports Development | £8.9 billion |
| Heritage and Conservation | £4.2 billion |
| Community Projects | £29.4 billion |
Allwyn UK aims to build on this legacy by increasing contributions to these sectors through better player engagement and operational efficiencies.
How Is the National Lottery Regulated in the UK?
The UK Gambling Commission is the official regulatory body responsible for the oversight of the National Lottery.
Its role is to ensure that the operator complies with licence conditions, maintains integrity and transparency, and protects the interests of the public.
Regulatory responsibilities include:
- Granting and revoking lottery licences
- Monitoring operator compliance
- Auditing financial practices
- Promoting responsible gambling
Allwyn works closely with the Gambling Commission to meet high standards of compliance. This includes periodic reporting, third-party audits, and implementing any updates to regulations or player protection frameworks.
The collaboration between the operator and regulator ensures that the National Lottery remains a trusted and effective vehicle for entertainment and social impact.
Conclusion
Allwyn UK’s appointment as the operator of the National Lottery in 2025 signals a new era of innovation, responsibility, and public benefit.
Backed by international expertise, a strong governance model, and a clear commitment to both entertainment and social impact, Allwyn is well-positioned to carry the legacy of the National Lottery forward.
With a digital-first approach, robust player protection, and increased funding targets, the National Lottery is poised to remain a powerful force for good in the UK under Allwyn’s leadership.
FAQs
What is the duration of Allwyn’s National Lottery licence?
Allwyn UK holds the Fourth National Lottery Licence, which runs for a 10-year period starting from 1 February 2024.
What changes can players expect under Allwyn’s management?
Players can expect modernised ticket terminals, improved mobile apps, new game formats, and stronger player protection measures.
How does the National Lottery benefit UK communities?
Funds raised from ticket sales are allocated to thousands of projects across arts, heritage, sport, health, and education.
Who regulates the National Lottery in the UK?
The National Lottery is regulated by the UK Gambling Commission, which ensures fair play, compliance, and social responsibility.
Why did Camelot lose the National Lottery licence?
Camelot lost the bid due to Allwyn’s stronger emphasis on social impact, player protection, digital innovation, and increased funding commitments.
Can anyone operate the National Lottery?
No. Only organisations granted a licence by the UK Gambling Commission can operate the National Lottery.
What is the role of technology in modernising the National Lottery?
Technology plays a crucial role in improving user experience, enhancing security, and offering flexible ways for players to participate online and offline.
Disclaimer
This information is shared for educational purposes only. We do not endorse gambling. Please make informed choices and gamble responsibly if you choose to participate.
