Andria Vidler, chief executive of Allwyn UK, has overseen the National Lottery’s first ownership change since its 1994 launch. After a two‑year technology swap that replaced more than 41,000 terminals, the operator completed a massive overhaul, a task Vidler described as “unbelievable” in scale. The revamp clears the way for new games aimed at younger players and restore public confidence today.

Allwyn secured the 10‑year contract in March 2022 tender, later buying rival Camelot for £100 mn to smooth the handover. The firm pledged to double weekly charitable contributions to £60 mn by 2034, a promise that helped win the deal. Vidler now pushes tie‑ins like Deal or No Deal scratch cards and ITV‑based instant lotteries to revive sales, which have stalled against entrants such as Omaze.

With two‑thirds of UK adults playing at least once a year, Vidler aims to lift frequency without adding addictive features, emphasizing the lottery’s charitable impact. Updated terminal screens will showcase local grant recipients, hoping to turn non‑winners into supporters. The overhaul positions the National Lottery to compete in a crowded market while preserving its public‑funding role.