Allwyn just hit a big milestone in its first year running the UK National Lottery. The company earned the top-level WLA Responsible Gaming Certification and was also awarded the EL Responsible Gaming Certification. These achievements spotlight Allwyn’s commitment to responsible lottery gaming.

  • Allwyn became the National Lottery operator in February 2024 and has since boosted its responsible lottery gaming programme. The company trained 43,500 retail partners under the ‘Challenge 25’ rule, requiring ID checks for customers who appear under 25. This move aims to reduce underage play at lottery sales points.

  • In May 2024, Allwyn launched Operation Guardian, expanding mystery shopper checks across retailers. The programme included 8,200 checks during the year. It recorded a 92.3% success rate for retailers asking for ID on the first mystery visit.

  • In October, Allwyn introduced a new rule limiting scratchcard purchases to 10 per transaction. This makes Allwyn one of the first lottery operators globally to implement such a limit. The goal is to discourage excessive play.

  • Allwyn also added a QR code feature in retail locations that links customers to support services instantly. It rolled out new digital training for retailers via its National Lottery Retail Training Centre. The training helps staff spot and prevent risky gambling behaviour.

  • For its 11.1 million online users, Allwyn uses a suite of responsible play tools. These include tailored messages and interventions for users showing signs of risky behaviour. The company also monitors usage trends to keep gambling safe and controlled.

  • Allwyn joined the National Council of Problem Gambling’s Gift Responsibly Campaign as a Level 2 member in 2024. This aligns with its wider campaign against underage gifting of lottery products. The initiative adds another layer to its growing portfolio of safe play strategies.

  • Allwyn’s CEO Andria Vidler noted: “We’re delighted to announce that we’ve achieved these important EL and WLA Responsible Gaming Certifications.” She also emphasised the need to keep improving in this area, despite the recent milestones. The company aims to continue raising its own standards.

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