How Allwyn is Enhancing the National Lottery Experience
For nearly three decades, The National Lottery (TNL) has been an integral part of British life, weaving itself into the fabric of society and becoming one of the most recognised and beloved brands in the United Kingdom. Since its inception in 1994, this national icon has not only entertained millions but has also made a profound impact on communities across the country.
The reach and influence of TNL are nothing short of staggering. With 98% of the UK population having heard of it, this near-universal recognition places the organisation in an elite group of British brands. Its sales outstrip those of household names like Cadbury, Coca-Cola, Walkers, Nestlé, Pepsi Cola, Warburtons and Heinz combined.
TNL's significance extends far beyond its commercial success. Over its almost 30-year history, it has become a powerful force for good, generating an astounding £49 billion (US$63bn) for National Lottery-funded Good Cause projects, funding approximately 700,000 individual initiatives throughout the UK. The impact extends beyond charitable causes, with over £94bn (US$121bn) awarded in prizes and £21bn (US$27bn) contributed to the Treasury in lottery duty – money that has helped to fund public expenditure across the UK.
As the first new operator of TNL since its founding, Allwyn is set to usher in a new era of innovation and enhanced user experience. Allwyn UK, part of Allwyn Group, a leading global lottery operator, took over as the operator of The UK National Lottery in February 2024.
Allwyn’s mission and strategy
Allwyn’s core mission is to provide more games, more players, more entertainment, more winners, and crucially more money for National Lottery-funded projects. Its ambition is to double returns to Good Cause projects over the course of its 10-year licence period from £30 million to £60 million a week: a goal which is underpinned by a strategy that encourages widespread participation, wanting lots of people to play a little. Despite being the seventh-largest lottery in the world by sales, the National Lottery ranks just 66th in terms of per capita spend.
To achieve these ambitious goals, Allwyn is setting about to significantly update its data and technology infrastructure. At the heart of this work lies a robust data strategy, which is fundamentally focused on elevating the National Lottery player experience and maximising contributions to Good Cause projects.
Evolving the data and technology strategy
To drive successful outcomes, Allwyn is conducting a thorough assessment of the organisation’s culture and its readiness for a data strategy. This cultural assessment goes beyond a cursory glance, diving deep into the true beliefs and attitudes towards data across the company.
Allwyn’s data strategy is built on several key pillars. First and foremost is the alignment with organisational strategy, ensuring that every aspect of the data strategy supports the broader goal of enhancing the National Lottery player experience and increasing returns to National Lottery-funded projects. Secondly, a cultural assessment is crucial, evaluating the organisation's data maturity level at all levels to foster a data-driven culture. The third pillar involves building the right team by assembling highly-skilled experts in business intelligence, data governance, AI, machine learning and marketing technology. Lastly, Allwyn focuses on balancing stability and flexibility, structuring the team to maintain reliable data operations while fostering adaptability to evolving business needs.
To build an ideal Business Intelligence (BI) and Marketing Technology (MarTech) team, Allwyn adopts a dual approach balancing stability with flexibility. For data operations, it prioritises predictability and consistency, with a standalone team possessing deep technical knowledge. This ensures reliable and trustworthy data operations, providing a solid foundation for TNL’s activities.
However, recognising that the world of data and business intelligence is dynamic, Allwyn structures its change management arm differently. The key factor in the change arm of the Data or Business Intelligence capability is the ability to flex, react to demand and ideally anticipate change.
Navigating the AI revolution
As part of its wider technological strategy, Allwyn is also exploring the potential of artificial intelligence, including generative AI. However, it emphasises that the technology is not a silver bullet. In Business Intelligence, separating AI hype from reality requires research and investing time and effort.
While AI will be a transformative force, the organisation takes the approach that data will remain the ‘crown jewel’ of technology strategies. The future will require data quality benchmarks and data governance processes to be raised to higher standards and increased sophistication.
AI is expected to play a key role in several areas. It will improve operational efficiency by automating routine tasks and optimising workflows. Additionally, AI will enhance customer experience through personalised offerings and better customer support. Perhaps most importantly, it will help in attracting new customer segments, particularly younger UK adults who may be less familiar with traditional lottery products.
But while AI presents exciting opportunities, Allwyn acknowledges that its implementation may face challenges. However, the company remains optimistic that a balance will be found, and AI will ultimately be transformative for the better.
Partnerships driving progress
Allwyn's technological upgrades are not happening in isolation. Partnerships play a crucial role in bringing new capabilities and innovations to The National Lottery. Allwyn's partner ecosystem includes companies such as HARMAN, Adastra and Ataccama, providing access to specialised expertise, cutting-edge technologies and innovative solutions.
These partnerships are not simply transactional relationships but are based on mutual trust, respect, and a shared commitment to innovation. By collaborating with technology providers, Allwyn can access specialised expertise, reduce time to market and foster innovation.
Allwyn has adopted a ‘core and flex’ model for its data operations to ensure flexibility and scalability. This approach involves maintaining a core team of in-house data experts while also leveraging external resources to handle peak workloads or specialised tasks. By combining internal and external capabilities, Allwyn can optimise its data strategy and achieve its goals more efficiently.
The importance of these partnerships cannot be overstated. They allow Allwyn to access specialised expertise, with partners bringing unique skills and knowledge to the table, helping Allwyn address complex challenges and develop innovative solutions. Furthermore, partnerships can accelerate the implementation of new technologies and capabilities, enabling Allwyn to launch new products and services more quickly.
Looking to the future
As Allwyn looks ahead to the next 12-18 months, the focus is on continuing to manage updates right across the organisation. This period will see the implementation of numerous technological enhancements, including the introduction of innovative new products and services, alongside significant improvements in customer experience and operational efficiency.
The coming months will be a period of substantial change for Allwyn as it continues to implement a number of technological enhancements. As the first new operator of The National Lottery in almost 30 years, Allwyn is currently undergoing a substantial technology change programme. This involves an overhaul of the company's technological infrastructure, from its core systems to its data analytics capabilities.
The goal of this transformation is to enhance flexibility, agility, and customer experience, while also increasing returns to Good Cause projects. By modernising The National Lotterys operations, Allwyn aims to better cater to the evolving needs of players over the next decade and beyond. This more flexible and agile approach will enable Allwyn to accelerate the development and launch of new products and services, staying ahead of the curve in an increasingly dynamic market.
Beyond the immediate future, Allwyn is poised to explore emerging technologies. Of particular interest is edge computing, which looks to expedite data processing and improve performance by decentralising data storage and analysis. The company also believes that quantum computing, while still in its nascent stages, holds the potential to revolutionise data processing and problem-solving, offering unprecedented computational power if applied in the right way. Immersive technologies such as augmented reality (AR) and virtual reality (VR), meanwhile, present exciting opportunities to create more engaging and interactive gaming experiences.
By exploring these cutting-edge technologies and maintaining its commitment to innovation, Allwyn is well-positioned to meet its ambition of offering more games, attracting more players, injecting more entertainment, creating more winners, and raising more money for National Lottery-funded projects.
With its forward-thinking approach to technology and data, coupled with strong partnerships and a clear vision for the future, Allwyn is set to write an exciting new chapter in the story of The National Lottery.
By leveraging cutting-edge technology and data-driven strategies, Allwyn aims to amplify the positive impact that The National Lottery has on communities across the UK. As it embarks on this journey, Allwyn is not just operating a lottery; it’s continuing to invest in a national institution that has become a cornerstone of British society, supporting Good Causes and creating moments of joy for millions of people.
The future of The National Lottery under Allwyn's stewardship looks bright, promising a blend of tradition and innovation that will ensure its continued relevance and impact for years to come. As technology evolves and player expectations change, Allwyn’s commitment to adaptability and excellence positions The National Lottery to thrive in the digital age.
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