#49 Allwyn UK CEO: Britain Risks Losing the National Lottery if it Doesn't Innovate

Andria Vidler, the CEO of Allwyn UK - the operator of the National Lottery - has warned the British public risks losing it, unless it innovates.

Allwyn took over the running of the National Lottery from Camelot in 2024, and it had pledged to double the amount if gives to good causes from 33 million pounds to 60 million pounds. But Vidler told Felicity Hannah that its future is at stake, if it doesn't continue to change and adapt at speed.

Part of this is the UK launch of Powerball, the first time the American lottery has been offered outside the United States. Unlike EuroMillions, its jackpots are uncapped and can rise into the hundreds of millions.

The interview also examines whether the National Lottery should be treated differently from other forms of gambling. Vidler rejected suggestions that draw-based games contribute significantly to gambling harm, arguing that waiting for a result removes the cycle of instant gratification associated with more addictive products. She also defended the lottery’s £500 weekly online deposit limit, saying most players spend nowhere near that amount and fewer than 2 per cent show any indication of problematic play. Allwyn has introduced over 100 new games in the last year.

Vidler has also called on the government to close a regulatory loophole which she says allows online prize draws to compete without paying lottery duty or contributing to good causes. Vidler claims that house raffles, car competitions and other online prize draws are “cloaking themselves in lottery disguise” and exploiting legislation intended for small society lotteries. “They will steal our lunch if we’re not careful,” she warned, arguing that Britain should return to a model centred on one National Lottery in order to maximise returns to good causes.

Presenter: Felicity Hannah
Producer: Olie D'Albertanson
Editor: Henry Jones

00:00 Sean and Fliss introduce the pod
03:17 Andria joins BBI, discusses 2024 takeover
06:07 The Gambling Commission investigation
10:01 Good causes target and cost of living
14:42 Problem gambling and player protection
17:23 The shift to digital
21:17 Powerball launch
22:38 Prize draw competition and the loophole
26:02 Future of National Lottery is uncertain if it doesn't innovate
32:45 Career, AI, cyber security and women in leadership