26 January 2024 , 12:24
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The incoming operator of the National Lottery, Allwyn, has admitted that plans for new draw-based games have been delayed until 2025 due to legal issues.
Andria Vidler, the recently-appointed UK boss of Allwyn, said the group won't be able to introduce any major changes until next year. She also revealed that delays to the new games, which were supposed to launch in 2024, will affect sales and reduce the amount of money they can donate to good causes in the early years of their 10-year licence.
This comes as Allwyn is set to take over the lottery from Camelot on February 1st. Ms Vidler, who took charge of Allwyn's UK business last October, said the group is trying to ensure that funding for good causes doesn't decrease this year, but acknowledged that this is directly impacted by sales growth.
She added that players wouldn't notice any significant changes immediately, and that the delays to new games were a result of the legal problems. This follows delays to a planned switch to a new technology provider after Allwyn agreed to extend the contract for the current supplier, International Games Technology (IGT).
IGT had previously challenged the Gambling Commission's decision to award Allwyn the 10-year licence in court, but later dropped the legal action. There was a fierce legal battle between the outgoing operator Camelot and Allwyn over the decision to award the licence to Allwyn.
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This was finally settled in February last year when Allwyn bought Camelot, but the two companies have continued to operate separately. Ms Vidler said: "Until all of these big challenges were resolved, we couldn't get going. The challenges delayed the final award of the licence to Allwyn, which shortened the transition period."
The handover on February 1 marks the first time the lottery has changed hands since it was launched nearly 30 years ago. Allwyn will also become the UK's largest distributor of charity funds.
Allwyn's winning bid promised to revamp the lottery with new games and draws, increasing sales and money for good causes and pledging to eventually double this funding by the end of the 10-year licence. Ms Vidler said the firm was still committed to its long-term goal to double money for good causes, but that it was set to fall short of early years targets.
Its original promise to halve the price of a lottery ticket from £2 to £1 is also under review. On the delays to its plans, Ms Vidler said: "Of course, Allwyn as a group is disappointed." She said: ""There's been a lot of frustration with constant delays, but collectively we have got 10 years, it's not something that will happen week one or day one."
Former EMI boss in the UK and Ireland, Ms Vidler, revealed that players can expect gradual changes over the next year. This includes new scratch cards and a marketing push for the games, with a fresh Lotto ad campaign starting from February.
From February 1, there will be limits on how many scratch cards can be bought at once online and in shops. "This is to limit vulnerable people from over-indulging," explained Ms Vidler. The lottery's in-store kit will also get a makeover this year. A trial will start with a few retailers in February, before rolling out to around 50 stores by the end of March.
By autumn, all of its more than 40,000 retail partners should have the new-look kit. The marketing campaign will initially focus on individual draw-based games, while also planning to launch new scratch card initiatives.
Ms Vidler said Allwyn has been looking at international markets for inspiration. They plan to introduce new products like scratch card advent calendars, which are popular corporate gifts in the Netherlands.
"In year one, there will be incremental changes every month, so that by the time all the tech transition has completed, there will be a lot more that's visible," she said.
* An AI tool was used to add an extra layer to the editing process for this story. You can report any errors to [email protected]
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