Allwyn has appointed Leo Burnett and VCCP as joint creative advertising agencies for the UK National Lottery.

As part of the agreement, Leo Burnett will develop campaigns for The National Lottery brand. The agency will also revise plans for instant lottery games and improve links between National Lottery games and charities.

VCCP will oversee marketing communications for the Lotto and Set For Life games. In addition, rollover and jackpot specific campaigns are managed for draw-based games.

Allwyn said this cross-agency approach will help increase awareness of individual product brands. This will lead to an increased number of campaigns and maximization of reach, it said.

“We are delighted to engage these two leading agencies to support our vision for the National Lottery,” said an Allwyn spokesperson. “The competitiveness of the pitch process shows how attractive the National Lottery is to many people.

“We look forward to both agencies developing effective, compelling campaigns to further increase this appeal and make the National Lottery even more relevant to more people in a safe and sustainable way.”

Fourth National Lottery License

Allwyn received its fourth license from the National Lottery in September last year and will take control in February 2024. This ends Camelot’s 28-year tenure as operator.

This comes after the Gambling Commission announced in March 2022 that Allwyn, previously known as Sazka, was its preferred applicant.

The announcement was met with resistance from both Camelot and IGT, Camelot’s technology provider. Both companies criticized the decision and ultimately challenged it in court.

Camelot filed an appeal against the decision in April 2022, arguing that the Commission had not been direct in its communication. Camelot also said its employees were entitled to “an appropriate explanation” as to why the license was not renewed.

This led to the Supreme Court automatically staying the licensing decision.

However, in September, Camelot withdrew its Supreme Court challenge. This followed reports that funds for good causes could be at risk in a lengthy legal process – removing Allwyn’s final hurdle to obtaining the license.

Earlier this year, Allwyn completed the acquisition of Camelot UK from the Ontario Teachers’ Pension Plan Board (OTPP).

Allwyn also entered into an agreement to acquire Ontario Teachers’ US-based Camelot Lottery Solutions unit.