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Allwyn Launches Studio 59, a New Inhouse Creative and Content Studio for the National Lottery

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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.”

The post Allwyn Launches Studio 59, a New Inhouse Creative and Content Studio for the National Lottery appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Central America

FeedConstruct takes exclusive data and streaming rights for Nicaragua’s Liga Primera

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Deal covers worldwide distribution of Liga Primera and Copa Primera content for sportsbooks and betting suppliers.

FeedConstruct has acquired exclusive worldwide streaming and data rights for Nicaragua’s top-tier football competitions, Liga Primera and Copa Primera.

The company said the agreement delivers start-to-finish coverage of every match across both competitions and expands its Central American football portfolio for sportsbook operators and providers using its data integration and streaming.

Ani Isakhanyan, Head of Rights and Content at FeedConstruct, stated, “Securing these exclusive rights is a highly valuable addition to our portfolio. Liga Primera and Copa Primera deliver the consistent football content that the global iGaming industry demands. This acquisition ensures our partners can offer comprehensive coverage of a rapidly emerging betting market.”

Allan J. Chamorro, Managing Partner at Apollo Sports Business Group, added, “Nicaragua has rapidly established itself as one of Central America’s fastest-growing football markets, attracting growing regional recognition and international commercial interest. Our partnership with FeedConstruct builds on that momentum by expanding the global distribution of Liga Primera and Copa Primera while powering sustainable commercial opportunities that strengthen clubs, elevate the competitions, and accelerate the long-term growth of the game.”

Liga Primera and Copa Primera are the main competitions in Nicaragua’s professional football calendar. FeedConstruct said the competitions are gaining regional recognition in Central America, supported by regular participation in CONCACAF tournaments.

 

The post FeedConstruct takes exclusive data and streaming rights for Nicaragua’s Liga Primera appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Cool Bus Shelter

The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers

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The UAE Lottery has partnered with SmartLife Foundation to support outdoor workers during the UAE summer, backing the Cool Bus Shelter initiative in Abu Dhabi on July 20, 2026.

The programme aligns with the UAE’s Midday Break rules, which require outdoor work to stop between 12:30 PM and 3:00 PM during peak heat. As part of the initiative, air-conditioned buses were stationed near labour sites to provide workers a place to rest before returning outdoors.

Volunteers from The UAE Lottery and SmartLife Foundation provided cold towels, cold water and drinks, according to the organisations. Workers also received portable rechargeable neck fans intended to provide additional cooling after the break.

Suzan Kazzi, Associate Director – Corporate Social Responsibility at Momentum- The UAE Lottery, said: “Outdoor workers are the backbone of our cities’ urban development, and initiatives like the Cool Bus Shelter ensure they receive the care and recognition they deserve during the most challenging months of the year. This is our small way of saying thank you and reminding them that their wellbeing truly matters”.

Abhijeet Oak, Vice President at SmartLife Foundation, added: “At SmartLife Foundation, we believe that protecting the wellbeing of outdoor workforce is a shared responsibility. Through the Cool Bus Shelter initiative, we are proud to collaborate with organizations such as The UAE Lottery and other community partners to create moments of comfort, appreciation and human connection that leave a lasting impact”.

The post The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Bally’s Intralot

Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland

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Bally’s Intralot announced that its subsidiary Intralot Ireland Limited has signed a seven year contract extension, through November 2034, with Premier Lotteries Ireland (PLI). The agreement supports PLI’s continued operation of the Irish National Lottery through the remainder of its license period and reinforces Bally’s Intralot’s role as a trusted technology and services partner.

Under the terms of the agreement, Bally’s Intralot will modernise PLI’s technology ecosystem by deploying its next-generation LotosX Omni solution and PlayerX Player Account Management platform. The solution will provide a modern, cloud-based technology foundation supporting lottery operations across retail and digital channels, while incorporating advanced retailer management, instant games management, device management and content management capabilities. The agreement also includes comprehensive support and maintenance services, along with cloud operations and cybersecurity services for the first year, designed to ensure the long-term reliability, security and performance of PLI’s technology environment.

Through this partnership, Bally’s Intralot will support PLI in delivering a future-ready operating environment designed to enhance operational efficiency, accelerate innovation and strengthen player engagement. The modernisation will provide a secure, scalable and resilient platform that enables PLI to continue evolving its offerings while improving time-to-market implementation of new initiatives, along with maintaining the highest standards of reliability and service to players and retailers across Ireland.

“We are pleased to extend our partnership with Bally’s Intralot, a relationship built on trust, commitment to excellence, and shared ambition since 2014. As we look to the future, this agreement provides a strong platform for continued innovation and growth, ensuring we can deliver a modern, secure, and world-class National Lottery that places responsible play at its heart while continuing to benefit communities across Ireland,” said Cian Murphy, CEO of PLI.

Robeson Reeves, CEO of the Bally’s Intralot Group, said: “We are proud to extend our long-standing partnership with Premier Lotteries Ireland for a further seven years. This agreement reflects the strength of our technology and the trust we have built with PLI over more than a decade of collaboration. We look forward to continuing to support the National Lottery of Ireland and to delivering innovative, responsible gaming experiences to players across the country.”

The post Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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