Allwyn, operator of The National Lottery, has announced the launch of Studio 59, a new inhouse creative and content studio designed to strengthen how the brand creates, produces and distributes content across all channels. Studio 59 will open its doors in April 2026.

The new studio is being created in response to the rapid shift in the marketing and media landscape, with demand for timely, relevant and culturally attuned content growing across digital platforms.

By expanding its in‑house capability, Allwyn can accelerate content creation and simplify workflows, enabling teams to brief, create and deliver with greater clarity. This approach enhances the way Allwyn works with its agency partners, ensuring it is collaborating in smarter, more focused ways across campaigns and platforms.

Studio 59 will unite creative, content, social, production, planning and brand marketing into a single integrated structure, supporting three core areas of the business: Retail, Digital, and Communications and Earned, ensuring stronger earned storytelling and cultural engagement.

The studio is named after The National Lottery’s flagship Lotto game, where players select six numbers from 1 to 59 — a nod to one of the UK’s most recognisable draws and to the breadth of creative work Studio 59 will oversee.

Allwyn will continue to work closely with its existing agencies, including VCCP and Hearts & Science, particularly on major creative platforms and strategic planning. Studio 59 has been developed in partnership with The Creative Engineers (a Production Works company).

Steve Parkinson, Marketing and Brand Director, Allwyn UK, said: “The media landscape continues to evolve, with new formats, digital channels and audience expectations shaping how brands show up. To meet that challenge, we need to move faster, collaborate more closely, and bring more capability inhouse. Studio 59 allows us to do that. It gives us a more flexible, accountable model that strengthens our content creation and helps us show up more confidently in UK culture. Ultimately, it’s about returning more to Good Causes.”

Studio 59 is being designed to improve content creation from end to end, from planning and creative development to production and distribution. By housing teams together and shortening decision-making routes, Allwyn aims to boost turnaround times and create content that lands more consistently with players and communities.

As part of this, Studio 59 will play a central role in Allwyn’s new News Engine, an always on model that connects Communications and Earned with Creative and Social teams to identify opportunities, develop ideas at speed and produce content that travels further. From Good Causes milestones to moments in wider culture, the News Engine will help The National Lottery show up more often and more coherently across the UK.

Gillian Taylor, Director of Communications, Allwyn UK, added: “Studio 59 gives us the joined‑up firepower we need to create and react at speed. Bringing our creative and communications teams together unlocks a new level of collaboration. With the News Engine at its heart, we’ll be able to spot opportunities quickly and produce content that feels right for the moment, helping The National Lottery show up more often and with a clearer, stronger voice for players and communities.”

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Allwyn, operator of The National Lottery, has installed more than 22,000 Wave terminals across UK retail locations.

This marks the halfway point in Allwyn’s scale rollout of the new machines, which Allwyn said will modernise and improve The National Lottery in-store experience for retailers and players alike.

Shop owners and staff are said to be responding enthusiastically to the new terminals – which are replacing legacy machines dating back to 2009 – with the new technology making an immediate difference to their businesses and customers.

The new machines offer retailers a significant upgrade to the previous technology, including:

• A high-speed processor for faster transactions

• A larger, tilt-adjustable LCD screen

• Wireless 1D barcode and 2D code scanners

• A versatile play slip reader that can be fed both horizontally and vertically

• Enhanced functionality, including improved reporting and the ability to update National Lottery Fast Pay cards.

Allwyn’s director of operations, Jenny Blogg, said: “Our wide-ranging transformation of The National Lottery continues at pace, with thousands of Wave terminals being installed every week.

“We’ve now invested more than £400m upgrading The National Lottery’s outdated operations and technology.

“Not only is this generating a hugely positive response from our retail partners, but it stands us in good stead to deliver on the exciting plans we have for new games, a better player experience, and a commitment to double returns to Good Causes from £30m to £60m every week by the end of our 10-year licence.”

Allwyn said the rollout is part of its broader strategy to overhaul The National Lottery to ensure it delivers even more for its millions of players, tens of thousands of retail partners and hundreds of Good Cause projects in every postcode district right across the UK.

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