“ This is very difficult for lotteries to catch up [ to ]. And the risk is that if [ these new games ] change what players expect, and if the national lotteries don’ t keep up, they will feel outdated, even if the prizes are much bigger”
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FEATURE
“ This is very difficult for lotteries to catch up [ to ]. And the risk is that if [ these new games ] change what players expect, and if the national lotteries don’ t keep up, they will feel outdated, even if the prizes are much bigger”
Nikolina Gabelica, EveryMatrix
ALL CHANGE IN THE UK
In February 2024, global lottery provider Allwyn won the UK’ s National Lottery tender, after almost 20 years of Camelot operating the programme. In securing the fourth licence, Allwyn saw off competition from a number of heavy hitters, including Camelot. However, the operator, which counts a number of European lottery companies under its belt, has faced criticism for failing to deliver on promises made during its successful bid for the lottery.
Areas of concern to the Gambling Commission are said to include delays to digital upgrades. Allwyn is also said to have pledged to reduce ticket prices for the main National Lottery draw from £ 2 to £ 1, but this is yet to take place.
In a statement issued to iGB, Allwyn said it is still committed to upgrading and modernising the system, with a planned spend of more than £ 350 million($ 467 million) on improvements.
“ Our investment will help restore the magic to The National Lottery,” Allwyn said.“ But the shift from outdated systems is complex and requires robust testing. We will deliver essential upgrades over the coming year. We are working at pace to complete this transformation as soon as possible.” Allwyn shows it is harder to innovate in a legacy sector than some might believe.
The outlook for lottery is positive. Becker believes there is much more to be achieved in the space, particularly in increasing the rate of digitisation. The demand for new lottery-style games will continue to grow as Gens Z and Alpha turn the appropriate age for playing these games. But national lotteries are certainly at risk of falling behind.
“ They’ re setting a new standard for how play should feel,” Gabelica says of the“ quick, easy experiences” of sweepstakes, crypto games and prize draws.“ This is very difficult for lotteries to catch up [ to ]. And the risk is that if [ these new games ] change what players expect, and if the national lotteries don’ t keep up, they will feel outdated, even if the prizes are much bigger,” she concludes.
38 • ISSUE 138 • iGB L! VE 2025