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Allwyn CEO promises ‘best decade yet’ for National Lottery

CEO Andria Vidler admitted the firm has "a job to do" in preventing player churn and attracting new players to stores

The National Lottery is to have its “best decade yet,” as Allwyn UK CEO Andria Vidler has pledged major investment into retail and digital services.

Speaking at the National Lottery’s 30th birthday celebration in London on 19 November, Vidler admitted that, despite annual sales being high, money for National Lottery Good Causes had peaked in 2013.

She told attendees: “Everything we are doing at Allwyn is to modernise the National Lottery. We will stay faithful to the original vision and I am confident this can be our very best decade yet.

“Here in the UK, we have a job to do. Annual sales are still high, but money for Good Causes peaked in 2013. We’ve been standing still on old technology for a decade. Players are getting older and they are being tempted to play elsewhere.

“We’re investing heavily in the integration of retail and digital. It’s not just about increasing sales. It’s about really getting to know our players and our potential players and really getting the games that innovate, engage and entertain.

“We want to get people talking about the National Lottery again with a positive energy and real pride, fulfilling that ambition to double the money for Good Causes that will make many, many more dreams come true.”

Vidler also highlighted priorities from Allwyn to not let rival lottery operators such as People’s Postcode and Health Lottery “get on top of us.”

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