National Lottery operator Allwyn UK has launched its own content studio as part of a broader review and acceleration of its creative media strategy.
The firm announced the launch of Studio 59 this week, an inhouse creative studio, shortly before the publication of its preliminary FY25 operating results. The studio will begin activity in April.
Studio 59 takes its name from the UK lotto draw, with players choosing six numbers between one and 59 when filing out a ticket. The studio will support Allwyn’s operations across retail and digital business, as well as communications.
The UK division of the Luxembourg-headquartered company also plans for the studio to sit at the centre of its News Engine – a combination of its creative and communications teams tasked with producing content around the National Lottery, good causes achievements, and cultural moments.
“The way people discover and engage with content has changed dramatically, with much more happening across digital platforms and in real time. Studio 59 is designed to meet that shift head‑on,” the firm’s statement read.
“By bringing Allwyn UK’s creative, social, content, production and planning teams together, it gives us a more joined‑up way of working – one that helps us respond faster, communicate more clearly and share moments that feel timely and relevant.”
Unlocking value in creativity
Content and marketing has become increasingly important to Allwyn in the time since it took over the National Lottery contract in February 2024, having won the tender process for the contract in 2022.
The company has two marketing and advertising agency partners – VCCP and Hearts & Science – which will continue to play a role in its wider promotional strategy alongside the soon-to-be-launched Studio 59.
Another prominent marketing initiative of Allwyn’s is its partnership with Formula One, and the 2025 drivers’ and constructors’ champions McLaren.
The announcement of Studio 59 comes just a couple of weeks after Allwyn launched a creative agency pitch, stating that it wanted to ‘unlock a new phase of strategic and creative development’.
There is always the possibility that initiatives like Studio 59 could be replicated in other markets, given Allwyn’s status as one of the world’s largest gambling PLCs and the largest in the lottery sector.
Last year was a big year for the firm, expanding its reach into a new sector via the acquisition of PrizePIcks and solidifying its high-value status via a merger with Greek betting, gaming and lotteries firm OPAP.