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.

The bid was complex, technical and highly detailed - but the real challenge wasn’t information. It was belief.

Allwyn needed decision-makers to believe that change would deliver something significantly better: for players, for society and for the future of the Lottery.

Solution: I worked closely with the senior team to turn the bid from a set of propositions into a clear, persuasive narrative. The Big Idea was to frame it through three contrasting customer stories - showcasing how The National Lottery can feel more engaging, modern and meaningful – and communicating a tangible, human understanding of what “better” actually looks like.

The centrepiece was three dynamic and moving films, delivering a story that decision makers could understand and confidently get behind.

Impact: The approach helped Allwyn cut through in the final-stage pitch, building confidence with senior government and regulatory stakeholders.

They were awarded the licence - securing the future of one of the UK’s most important national institutions and unlocking billions in funding for Good Causes.

In the 2024/25 financial year, the UK National Lottery, operated by Allwyn, generated £7.9 billion in ticket sales and contributed £1.6 billion to Good Causes.

Role: Strategic narrative & creative lead, writer, film director

Agency: VCCP / Cheerful Twentyfirst