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Allwyn on its plan to dial up the distinctiveness of the National Lottery’s key brands

New National Lottery operator Allwyn is on a mission to revitalise the “magic” of its games as it takes on the decade-long licence.

Throughout its almost 30-year history, the National Lottery has had one operator, Camelot. But in February, the licence was handed over to a new operator, Allwyn.

When its successful bid was announced in 2022, Allwyn pledged to “revitalise” the National Lottery brand, in a “safe and sustainable way”.

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