Allwyn - Winning the UK National Lottery Tender

Challenge

Allwyn International was bidding to take over the UK National Lottery from a 30-year incumbent, Camelot - a once-in-a-generation tender with intense scrutiny from the Gambling Commission and government stakeholders.

Allwyn’s bid needed to prove why change is worth it - how they would grow returns to Good Causes, innovate the player experience through new products & technology, and do it responsibly and sustainably.  

Solution

Working as a key advisor, scriptwriter and film director, I helped Allwyn turn a complex, technical bid into a human, persuasive narrative. The Big Idea was to tell the story through three contrasting customer stories - following three very different people on three very different journeys. Each of the stories was told as a stunning short film - mixing live action and animated sequences - showcasing how The National Lottery can feel more engaging, modern and meaningful, with better experiences for players and stronger outcomes for the many projects the Lottery funds.

This “real lives, real impact” approach gave stakeholders a tangible reason to believe in Allwyn’s vision for a bigger, better National Lottery - helping them progress through the final-stage pitch to key government and regulator stakeholders - and ultimately win the multi-billion pound licence.

In the year 2024-25 The UK National Lottery generated £7.9 Billion in ticket sales and £1.6 Billion for Good Causes.

(I worked in partnership with advertising agency VCCP and brand experience agency Cheerful Twentyfirst - where I later became Creative Director)