Allwyn
Allwyn Launches Studio 59, a New Inhouse Creative and Content Studio for the National Lottery
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.
Allwyn
UK High Court Rejects Legal Challenges Relating to the National Lottery Licence
On 17 April 2026, the UK High Court rejected in full the claims brought by The New Lottery Company Limited (TNLC) and Northern & Shell PLC (N&S) against the Gambling Commission in relation to the award of the Fourth National Lottery Licence.
In summary, the claims alleged that the Gambling Commission had wrongly awarded the Fourth National Lottery Licence to Allwyn, and that instead, TNLC should have won the competition. The claims also alleged that the Gambling Commission and Allwyn had entered into impermissible modifications to the Licence arrangements following the competition.
The lengthy trial of the claims took place in the High Court before Mrs Justice Joanna Smith between 9 October and 2 December 2025, with an additional day on 13 January 2026.
The High Court has now ruled in favour of the Gambling Commission on all of the claims, rejecting the allegations which had been made.
This is an important judgment for the future of The National Lottery. This judgment makes clear that the Gambling Commission ran a fair and robust competition to award the Fourth National Lottery Licence, and that none of the contested changes to the Licence, in the course of its implementation, were substantial or contrary to the relevant procurement regulations.
The judgment gives resounding support to Good Causes by enabling Allwyn, with oversight from the Commission, to continue with their plans of investment in The National Lottery without further distraction.
The National Lottery is one of the world’s largest lotteries and since launching in 1994, National Lottery players have collectively raised more than £52 billion for more than 670,000 Good Causes across the UK, transforming lives and contributing to the arts, sport, heritage and communities.
The post UK High Court Rejects Legal Challenges Relating to the National Lottery Licence appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Allwyn
Allwyn revamps National Lottery Lotto and brings Powerball to the UK
Allwyn, operator of The National Lottery, will introduce a new two-round Lotto format from 7 June and plans to launch a UK-specific version of Powerball later this summer, subject to final regulatory approval.
From 7 June, each £2 Lotto line will include two rounds per draw, giving players “two chances to win” from a single line. Allwyn said the change improves the odds of winning any prize from 1-in-9.3 to 1-in-4.9. Tickets go on sale on Sunday 7 June, with the first draw on Wednesday 10 June, continuing on Wednesdays and Saturdays at around 8pm. Two sets of six main balls and a Bonus Ball will be drawn using two separate draw machines.
Allwyn said the updated format is expected to increase the number of Lotto millionaires from around 140 a year to around 345. Lotto jackpots will continue to start at £2m and can roll over up to five times before a must-be-won event on the sixth consecutive draw. The £1m fixed prize for matching five main numbers plus the Bonus Ball remains, while the jackpot for matching six main numbers is shared across both rounds. The Lotto HotPicks add-on will also move to the two-round format and will remain priced at £1.
Powerball will be introduced in the UK in partnership with the Multi-State Lottery Association (MUSL). Allwyn said the UK version will be priced at £4 per line and will offer access to a “shared jackpot” with US participants, with UK jackpot winners paid out over 30 years. UK draws will align with the existing Powerball schedule, with ticket sales closing at 11.55pm the night before draws on Mondays, Wednesdays and Saturdays, and draw results produced from the Powerball studio in Florida at around 4am on Tuesday, Thursday and Sunday.
Allwyn CEO, Andria Vidler, said, “We are delivering on our promise to bring more games, more entertainment and more innovation to The National Lottery. With extensive upgrades to our digital and retail channels now complete, we have a fantastic summer lined up, as we are now able to bring these exciting new games to our players.” She added that Allwyn’s goal is “doubling weekly returns to Good Causes from £30m to £60m by 2034, with £33m a week currently raised.”
The post Allwyn revamps National Lottery Lotto and brings Powerball to the UK appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Allwyn
Formula 1 and Allwyn Extend Official Partnership in New Multi-year Agreement
Formula 1 and Allwyn have announced the extension of their Official Partnership, with the leading lottery-led entertainment company signing a new multi-year agreement following a successful first season in the sport, during which Formula 1 continued to reach a more diverse global audience of 827 million fans.
The extension represents a significant opportunity to build deeper audience engagement through pioneering fan-centric activations. The renewed agreement also includes new interactive and broadcast elements designed to attract and develop fan avidity. It builds on a strong inaugural year in 2025, while continuing a shared commitment to innovation, technology and driving positive change in the communities where both organisations operate.
As part of the expanded partnership, Allwyn will have enhanced brand assets and visibility during the formation lap at selected races this season, aligning with Allwyn’s “Winning Awaits” brand positioning. With the 2025 season reaching a global TV audience of 1.8bn, this is recognised as one of the most watched and exciting pre-race moments of a Formula 1 weekend, when anticipation and tension builds, helping bring to life this message immediately before lights out.
Allwyn will also integrate into the F1 Predict platform, where fans can try to guess the outcome of key moments during a Grand Prix weekend, through the creation of the Allwyn League which will give them the chance to win exclusive F1 prizes – including grandstand tickets to a Grand Prix for the highest scorer over each race weekend plus special end-of-season prizes such as Paddock Club access and one-of-a kind memorabilia.
The successful F1 Allwyn Global Community Awards initiative which saw four charities across the US, Mexico and the Netherlands each win an Allwyn donation of €100,000 in 2025 will return and expand in 2026, doubling in size to help up to eight local community organisations associated with Grands Prix this year.
Emily Prazer, Chief Commercial Officer of Formula 1, said: “We’re delighted to be extending and enhancing our partnership with Allwyn, benefitting our fans and the communities where we race. Our work with Allwyn reflects our shared commitment to leaving a positive legacy and leveraging innovation as a way of delivering new fan experiences both at home and at our global events. Allwyn is a strong and valued partner to F1, both in growing the sport and in benefitting the people it reaches around the world.”
Pavel Turek, Chief Officer Global Partnerships at Allwyn, said: “We are thrilled to take our official partnership with Formula 1® to the next level, marking our most significant long-term commitment to the sport to date. By continuing our collaboration, we are committing to our shared belief in the power of Formula 1 to reach and inspire a global audience. This next chapter allows us to deepen that connection even further through the launch of the Allwyn League fan experience, our headline partnership of the Formation Lap and the expansion of our F1 Allwyn Global Community Award programme. We will ensure the excitement of the track delivers a rewarding experience for fans and a lasting positive impact for the communities we visit.”
The post Formula 1 and Allwyn Extend Official Partnership in New Multi-year Agreement appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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