Allwyn, operator of The National Lottery, has launched a new, large-scale integrated summer marketing campaign to support the launch of new Lotto, a refreshed take on one of the UK’s most iconic games.

Developed by creative agency VCCP and supported by Studio 59, Allwyn’s in-house creative and content studio, with media strategy and buying by Hearts & Science, the campaign brings to life the simplicity and excitement of “One ticket, Two chances to win”.

From 7 June, every £2 Lotto line will give players two chances to win in every draw, all for the same price and with the same number of balls to choose from. The new two-round format significantly improves players’ chances of winning any prize – from 1-in-9.3 to 1-in-4.9 – and is expected to more than double the number of Lotto millionaires each year, from around 140 to approximately 345.

Marking the biggest change to the game since its launch in 1994, the campaign is designed to drive widespread awareness of new Lotto and spark conversation nationwide, speaking to loyal Lotto players as well as attracting a new generation of players through culturally relevant activations. To support the update, Allwyn is rolling out an extensive, multi-channel campaign spanning TV – led by a new flagship television commercial – as well as radio, social, retail and digital.

The TV ad – directed by Dave Meyers through Radical Media in collaboration with Girl&Bear – is destined for a range of channels and Video on Demand (VOD) and brings the new Lotto proposition to life through a relatable, everyday moment, featuring two friends relaxing at home when one casually decides to play on the National Lottery app. As they chat, the simplicity of the “one ticket, two chances to win” format is revealed, building to a playful twist: one friend says “it could be you” twice, while the other replies, “good luck, good luck then.”

There will also be a significant nationwide out-of-home presence, with 1088 panels planned across the UK under the theme “Paint the Town Red” in honour of Lotto’s iconic red branding. Key sites in major locations will be taken over, including a large-scale mural installation in Aldgate alongside an eye-catching eight-day crane installation. The activity will be complemented by premium large-format digital OOH placements, including high-impact dual-tower screen sites, ensuring standout visibility throughout the campaign period.

The campaign is further brought to life through a standout real-world consumer activation, “Two Yolks: Lotto’s Luckiest Café” – a London brunch pop-up celebrating Lotto’s exciting new format, where every £2 ticket now gives players two chances to win. Developed in partnership with Tin Man Communications, the experience will run on Friday 12 June and Saturday 13 June – Lott’s first Saturday night draw – at Old Queen Street Café in Westminster, with guests welcomed for three timed sittings.

Inspired by Lotto’s new format, the café leans into the idea of duality throughout. From the guest experience to the limited-edition menu, entertainment and surprise prize moments, every detail is designed to reflect the belief that some things simply feel luckier in twos.

The campaign will also be amplified through collaborations with several popular podcasts, including Staying Relevant with Sam Thompson and Pete Wicks, The Girls Bathroom, and The Jack & Ash Show. Alongside Snapchat and TikTok, the campaign will, for the first time, see Allwyn partner with Twitch with a bespoke livestream activation.

Additional activity includes:

• Digital screens with “It Could Be You, It Could Be You!” audio on individual petrol pumps, reflecting the new Lotto branding across 30 Shell petrol stations.

• Radio activity will deliver national reach, generating an estimated 223m impacts and 336 gross rating points.

• Digital activations will also play a central role in supporting the campaign. Social media activity includes TikTok and Snapchat, featuring bespoke Snapchat lenses and high-impact placements on TopView and TopFeed.

• Shops will also be decked out in red with Allwyn’s new Lotto Point of Sale campaign in 43,500 National Lottery stores across the UK. Allwyn’s retail partners will receive an exciting Lotto launch box containing Playstation and poster POS materials to highlight the new game, along with new play slips and player-facing leaflets to more fully explain the game changes to customers.

Steve Parkinson, Marketing and Brand Director at Allwyn, said: “With new Lotto, we wanted to bring to life the simple but powerful idea behind the new format — that players have two chances to win from a single ticket, without changing how they play. This campaign is about making that benefit instantly understandable, while celebrating the everyday moments when people come together to play.

“We’ve taken this idea to scale through bold, standout executions — from attention-grabbing installations like our unmissable mural, to partnership firsts like our tie-up with Twitch — helping us quite literally paint the town red and ensure the message cuts through. The ad for TV and VOD is designed to bring this to life in a playful way, using an everyday moment between two friends. We then wanted to take that same idea into the real world with ‘The Two Yolks’ pop-up café, bringing the ‘two chances to win’ concept to life through food, prizes, and merchandise. With this extensive campaign, we believe we’ve created something people can genuinely enjoy and talk about.”

Simon Connor, Creative Director at VCCP, added: “One ticket now gives you two chances to win, so we created with Allwyn a simple, bold campaign that mirrors the game: double everything. Two crossed fingers. Two voice-overs. Dual sites. One campaign, twice the fun. Good luck, good luck.”

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Each £2 line now plays twice per draw night, lifting overall prize odds to 1-in-4.9 and targeting 345 millionaires a year.

Allwyn will launch a new two-round format for the UK National Lottery’s Lotto on Wednesday 10 June, giving players two chances to win from a single £2 line. Tickets for the updated game went on sale Sunday 7 June.

Under the change, each line is automatically entered into two separate rounds on each Wednesday and Saturday draw night. Players still pick six numbers from 59, but two sets of six main numbers and a Bonus Ball will be drawn using two separate machines, meaning a single line can win in one round, the other, or both.

Allwyn said the update improves the odds of winning a prize from 1-in-9.3 to 1-in-4.9. The operator also said it expects the number of Lotto millionaires created each year to increase from around 140 to approximately 345, with jackpots still starting at £2M and rolling over up to five times before a must-be-won draw on the sixth.

Andy Carter, Senior Winners’ Advisor at Allwyn, said, “This is a huge moment for players as we enter a new era for the nation’s millionaire maker, Lotto. From now on, every ticket gives you two chances to win for the same £2 price. We’re talking more winners, more excitement and hundreds more millionaires made every year. It really could be you – not once, but twice.”

Allwyn said the jackpot will be shared across both rounds, while other prize tiers remain fixed cash prizes paid per round. The Lotto HotPicks add-on will also shift to a two-round format and remain priced at £1.

The post Allwyn rolls out two-round Lotto format with first draw set for 10 June appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Massachusetts players continue a hot streak as Lotto.com marks record-setting wins and back-to-back success stories

JERSEY CITY, N.J., Nov. 20, 2025 (GLOBE NEWSWIRE) — Lotto.com, the nation’s first online lottery platform to digitally deliver draw games and scratch tickets, is celebrating a record-breaking streak in Massachusetts, with a $2.5 million grand prize winner from Suffolk County as well as another customer’s $250,000 win – their second major win in under a month.

The Suffolk County player, hit the $2,500,000 MERRY & BRIGHT seasonal scratch game – Lotto.com’s highest Massachusetts win ever and one of its biggest prizes to date. The customer, who bought the ticket just days before their birthday, was in disbelief when they saw the amount.

Calling the platform “easy and fun,” the winner said they love being able to play from home, especially since it can be hard to find a local retailer, and appreciated the filtering tool to browse games by price tier. They’re now looking forward to paying off student debt, surprising family with holiday gifts, and buying a home – a dream they now see as within reach.

Their record-setting win also marks Lotto.com’s highest scratch win of 2025, second-highest scratch prize ever, fourth-highest overall win, and twelfth million-dollar-plus win of all time.

In the same month, another Massachusetts customer, Nicholas, continued the hot streak with a $250,000 win on the new “Winter Winnings” scratch game — his second big win in less than a month. A new Lotto.com player, Nicholas plans to use his prize for home improvements.

“This incredible momentum in Massachusetts underscores the excitement and accessibility that Lotto.com brings to players nationwide,” said Thomas Metzger, CEO of Lotto.com. “From our record-setting $2.5 million winner to repeat winners like Nicholas, these stories show how Lotto.com is redefining the lottery experience with simplicity, security, and life-changing potential.”

As with all Lotto.com purchases, these winning tickets contribute to vital state-run programs in Massachusetts, including education, transportation, and community services, ensuring that every win gives back to local residents.

Lotto.com currently operates in 11 states – including Arizona, Arkansas, Colorado, Maine, Massachusetts, Minnesota, Nebraska, New Jersey, New York, Ohio, and Oregon, with plans to expand into more states soon.

For more information on Lotto.com, or to begin ordering official state lottery tickets “Winenever,” visit www.lotto.com.

ABOUT LOTTO.COM INC.
Headquartered in Jersey City, New Jersey, Lotto.com is the first digital platform for ordering official state lottery draw and scratch games on both mobile and web based platforms. As a lottery courier enabling user participation in the U.S. State Lotteries, Lotto.com helps lotteries across the country contribute incremental funds to state-run programs across education, parks, emergency responders, veterans’ health and other important services.

Lotto.com has nearly 4 million customers and has created 12 millionaires via state-run games, including the largest Lotto.com Scratch Tickets ticket win in history – $3 million to a customer in Colorado. In June 2023, Lotto.com introduced the Lotto.com Scratch Tickets, which are currently available in Arizona, Colorado, Massachusetts, Nebraska, Ohio, and Oregon. Lotto.com is currently available in Arizona, Arkansas, Colorado, Maine, Massachusetts, Minnesota, Nebraska, New Jersey, New York, Ohio, and Oregon, with plans to expand to additional states in the near future.

MEDIA CONTACT INFORMATION:

Havas Formula: [email protected]

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/60cd15ae-1251-4bf8-a44f-9fcccf8af9dc