Allwyn UK creates new senior role to drive retail growth

The Allwyn UK arm of Allwyn Group has announced the creation of a new retail managing director role, with experienced, consumer-focused executive Bridget Lea appointed to the position.

Allwyn UK said the role reflects its “renewed focus” on accelerating performance in its retail channel for the National Lottery. This, it added, will cover growth, innovation and execution, as well as championing the “vital” role retailers play in local communities.

Lea will take over Allwyn UK’s retail-focused responsibilities from Jenny Blogg, who will exit her role as operations director in early spring. Allwyn said Blogg will leave the business to “pursue an external opportunity”.

Primary responsibilities will include leading initiatives to create growth opportunities and strengthen partnerships with National Lottery retailers across the UK. Allwyn said these efforts will be “central” to its ongoing transformation of the National Lottery.

Upon joining Allwyn, Lea will bring over 25 years of experience from working within consumer-facing businesses. She is currently vice president and general manager UK for Snap Inc, the company behind Snapchat. Earlier in her career, she worked across senior executive and board-level roles with Marks & Spencer, Sainsbury’s, O2 and BT Group.

Lea will have the support of Alison Acquaye-Acford, retail revenue and customer director, as well as Retail Strategy and Operations Director James Dunbar and Head of Retail Delivery Emma Hubbard. Each will report directly to Lea.

‘Vital’ role of retail for Allwyn UK

Allwyn UK CEO Andria Vidler welcomed the appointment. She said Lea’s experience will be “instrumental” in supporting the company’s long-term retail growth plans.

“Her extensive experience in retail innovation and digital transformation will be instrumental as we continue to transform this wonderful British institution and deliver even more for National Lottery good causes,” Vidler said. “Bridget’s leadership will help us provide an exceptional service to our 43,500 retail partners and millions of National Lottery players across the UK.”

Lea added she was excited to join Allwyn at what is a “pivotal” time for the National Lottery.

“Retailers play a vital role in communities nationwide, and I look forward to working with our partners to create modern, engaging experiences that delight players and support the ongoing transformation of the National Lottery,” Lea said.

Questions remain over National Lottery delays

Allwyn took control of the UK National Lottery on 1 February 2024, taking responsibility for all operations and products. It replaced Camelot, which had run the National Lottery since its launch in 1994.

However, almost two years later and Allwyn is yet to roll out some of the changes it pledged when it secured the licence. These include reducing the price of National Lottery draw tickets from £2 to £1 and doubling the amount sent to good causes from £30 million to £60 million.

There were also delays to a major technical upgrade across National Lottery systems. This was due to be delivered, in full, by February 2025, one year after it took control of the National Lottery.

Allwyn has completed parts of this upgrade. The first key milestone was hit in August last year, with a major technology upgrade to retail operations. Systems were completely shut down to allow for the transition, with Scientific Games carrying out the switch overnight. The upgrade was fully completed in September, with Scientific Games’ Momentum now powering the National Lottery operations across 43,500 retailers.

Threat of regulatory action

However, while Allwyn has maintained that it remains committed to the improvements and upgrades pledged during the licence bidding process, it has come under scrutiny from the Gambling Commission.

In May last year, it was reported that the commission could take action against Allwyn over the issue. Areas of concern included delays to technology digital upgrades and the reduction in ticket prices.

At the time, the commission said it would not comment on individual cases before any decisions were made. However, it does have the power to take action, such as issuing formal warnings and financial penalties.