Allwyn and MADIC UK collaborate to boost lottery sales

Lea Hogg April 24, 2024

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Allwyn and MADIC UK collaborate to boost lottery sales

The UK National Lottery has been a significant contributor to good causes, surpassing the ￡500 million mark twice in the past five quarters, marking an 18.7 percent sequential increase. This achievement has been made possible through the continuous efforts of Allwyn, the operator that took over the stewardship of the National Lottery from Camelot in 2023.

Allwyn’s takeover was marked by a strong unaudited annual performance, generating double the revenue (€7.87 billion) compared to the previous corresponding period. This success has set the stage for the next phase of the National Lottery’s evolution.

In a bid to modernize the National Lottery, Allwyn has partnered with technology supplier MADIC UK. Together, they are introducing a new Electronic Point of Sale (EPOS) software. This innovative solution will enable retailers to sell lottery products at checkouts, seamlessly integrated with MADIC UK’s Point-of-Sale solution.

Alex Green, Director of Channel Operations at Allwyn, expressed his delight at the partnership with MADIC UK. He emphasized Allwyn’s commitment to investing in the retail channel and future in-store technology. The introduction of innovative ways to purchase National Lottery draw games aims to make them accessible to a broader audience, both new and existing players. This aligns with Allwyn’s primary goal of raising more funds for National Lottery-funded projects.

The collaboration is expected to boost the sales of National Lottery draw-based games, including Lotto, Set For Life, EuroMillions, Thunderball, and HotPicks. A prototype of the offering will be showcased at the National Convenience Show 2024, scheduled to take place between April 29 and May 1 in Birmingham.

Emma Baillie, Solutions Management Director at MADIC UK, highlighted the integration with The National Lottery and evoPOS as a significant milestone in their product’s evolution. This integration has been a long-standing wish of their customers since the product’s launch. The partnership with Allwyn to offer this solution to all their customers marks a significant step forward in their journey.

Allwyn’s influence on UK National Lottery

When Allwyn took over the UK National Lottery in February 2023, it marked a significant turning point for lottery sales. The initial phase was marked by a robust unaudited annual performance, with revenues doubling to €7.87bn compared to the previous period. This promising start signaled a positive impact on lottery sales.

However, a subsequent decline in National Lottery sales was reported by Allwyn. The company attributed this downturn to unfavorable cycles of EuroMillions jackpots and limited product and channel developments towards the end of the previous license.

In response to this challenge, Allwyn shifted its focus towards modernizing the National Lottery. A strategic partnership was formed with technology supplier MADIC UK to introduce a new Electronic Point of Sale (EPOS) software. This software enables retailers to sell lottery products at checkouts, fully integrated with MADIC UK’s Point-of-Sale solution. The goal is to make National Lottery draw games more accessible to a wider audience, thereby increasing sales.

While Allwyn’s takeover initially led to a surge in lottery sales, a subsequent decline was observed. However, through strategic partnerships and the introduction of innovative technology, Allwyn is taking proactive steps to boost lottery sales and continue contributing to good causes. It’s important to note that these impacts are based on the information available at the time of this response and may evolve as Allwyn continues to implement its strategies.