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 last financial year The UK National Lottery (operated by Allwyn) generated £7.9 Billion in ticket sales and £1.6 Billion for Good Causes.

Role: Strategic advisor, narrative development and delivery

Agency: VCCP / Cheerful Twentyfirst