Allwyn partners with Vodafone, Camelot appoints new retail director

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As part of the deal with Allwyn, Vodafone will upgrade the National Lottery’s communications infrastructure to a mobile-first approach and provide Allwyn with Wide Area Network (WAN) connectivity in its offices.

Vodafone will provide Internet of Things (IOT) connectivity and broadband, which will be delivered as a private secure network for retail sites, and will also host the National Lottery in its UK data centres.

In addition Vodafone will provide digital skills training for retailers in the UK, forming part of Allwyn’s strategy to support high street retailers during its ten-year licence period.

“We understand the role that digital technology can play in transforming a business and improving customer experience,” said Nick Gliddon, UK business director at Vodafone. “Since the lottery began, local shops have used pen and paper at lottery kiosks and, despite the significant technological shifts, not much has changed.”

“This partnership is a significant digital step forward that will help high street retailers keep up with changing consumer patterns, engaging new audiences and supporting Allwyn with reinvigorating the UK National Lottery so that it can continue to raise funds for good causes.”

Robert Chvátal, CEO of Allwyn said that the finalisation of the deal was a sign of how Allwyn planned to operate the National Lottery.

“What we have now, with Vodafone, is a clearly defined scope and plan that will lead to numerous improvements on the current technology offer,” said Chvátal. “In line with this improvement, there will be a number of benefits for retailers.

“Physical retail is a critically important part of our plan to grow the National Lottery and this is just one of the many things we are committed to doing over the course of the Fourth Licence to better support our retail partners with the investment and equipment they need to grow their own businesses.”

Camelot appointment

Camelot appointed Green to the role of retail director yesterday (3 April). Former retail director Jenny Blogg has now been promoted to commercial director.

Green first joined Camelot in 2004, in the role of retail field sales executive. Green then joined Camelot’s marketing team, in a role focused on scratchcards product management before being moved up to oversee the launches of the National Lottery’s Scratchcard and Instant Win Game products.

In 2015, Green moved to Camelot Lottery Solutions – then known as Camelot Global – as a marketing consultant, before moving back to Camelot UK to take on the role of head of instant games in 2017.

Most recently, he held the role of head of games.

“I’m delighted to be returning to retail, where I started my Camelot career,” said Green. “Our retail offering has since moved on quite a lot, but one thing that’s been consistent throughout is our fantastic retail partners.”

“They’re the public face of The National Lottery and the importance of their role in helping to raise over £30.0m a week for Good Causes cannot be overstated enough.”

In his new role, Green will report to Blogg and will oversee Camelot’s retail operations.

“Alex knows the portfolio of National Lottery games inside and out, so was a natural choice for this role,” said Blogg. “In-store sales make up around 55% of all National Lottery sales, and I know Alex will do an excellent job of leading our retail team and ensuring our dedicated retail partners continue to make the most of having the National Lottery in their stores.”

National Lottery tender

Allwyn will take over as the new operator of the National Lottery in February 2024, replacing Camelot.

Two weeks later, Camelot launched a High Court legal challenge regarding the matter, which was dropped six months later in September. Allwyn was formally awarded the licence the same month.

In October, Allwyn confirmed rumours that it was in “advanced talks” to purchase Camelot UK. This was agreed the following month.

In January, Allwyn agreed to acquire Camelot’s US business, Camelot Lottery Solutions from the Ontario Teachers’ Pension Plan Board. This was completed in March.

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