Andria Vidler, Allwyn UK CEO

Allwyn UK’s senior leadership team for the UK National Lottery transition has been finalised as Andria Vidler begins her tenure as company CEO.

Vidler’s appointment in the chief leadership position of the pan-European lottery operator’s UK-facing brand was first confirmed in July, and since then the firm has unveiled the full composition of its c-level management.

The new CEO will join the likes of Chief Financial Officer, Alan Artz; Chief Operating Officer, Chris Lyman;  Chief Commercial Officer, Lucy Buckley; and Chief Assurance and Participant Protection Officer, Gaby Heppner-Logan.

Vidler remarked: “I am extremely excited to finally start my role at Allwyn! My ambition is to ensure that The National Lottery is in the best shape possible for the future. 

“This means, a National Lottery that is played across the nation, that will grow returns to Good Causes, and that provides better games, enjoyed by people responsibly and safely.

I can’t wait to get to work alongside partners and colleagues from across our Allwyn and Camelot teams to make this vision a reality.”

Allwyn hopes to leverage Vidler’s experience in ‘a range of high-profile UK media businesses’. Prior to being named Allwyn UK CEO in July, Vidler was EMEA CEO of marketing group Tag WorldWide.

She has also been CEO of EMI in the UK and Ireland and of Centaur Media, and has held senior roles at Capital Radio, Bauer Media and the BBC.

As CEO of the group’s UK operation, Vidler’s chief responsibility has been detailed as increasing Good Causes funds over the 10 year licence period – good causes having been a major talking point during the contest for the fourth licence.

As mentioned above, Allwyn UK is readying itself to take the reins of the UK’s National Lottery after being named the next licence holder by the UK Gambling Commission (UKGC) last year.

Although facing a legal challenge from outgoing operator Camelot – which was set up in the 1990s with the sole purpose of operating the National Lottery – Allwyn has cleared hurdles to begin the transition period.

This has included the aforementioned acquisition of Camelot UK and its supporting Camelot Lottery Systems Group (Camelot LS) from the Ontario Teachers Pension Plan (OTTP).