Dara Nasr joins Allwyn to coordinate National Lottery’s digital strategy

Allwyn, the new UK corporate identity of Czech gambling conglomerate SAZKA Group, has confirmed that Twitter UK MD Dara Nasr has joined its advisory board to guide the firm’s strategy for the Fourth UK National Lottery Competition. 

Recognised as one of UK tech’s highest-profile executives, Nasr will serve as a strategic advisor on digital commercial strategies for Allwyn’s National Lottery bid team led by Sir Keith Mills.

Nasr is credited for spearheading Twitter UK’s commercial strategy, which saw it become one of the most profitable foreign markets for the Silicon Valley tech giant.

Allwyn underscored the importance of Nasr joining its board as a strategic advisor due to the Fourth National Lottery Competition placing a heightened significance on the digital strategies of incumbents, broadening the National Lottery’s capacity to raise funds for good causes.  

Commenting on his appointment, Nasr said: “How companies communicate with customers is evolving thanks to the disruptive rise of social media platforms. Brand communications, advertising, and marketing has become more exciting due to the complementary and unique ability of digital to engage with the consumer.

“As I’ve seen during my time at Twitter, mobile means there is huge potential to establish a close 24/7 relationship between company and customer. I’ve teamed up with Allwyn and their parent company Sazka Group because they understand the importance of digital to lotteries. I can’t wait to get started.”

Bolstering its UK presence, this month SAZKA established Allwyn as its UK registered business, which will maintain all responsibilities related to its National Lottery tender.

Seeking to replace Camelot UK as the steward of the National Lottery, Allwyn has established a strategic advisory covering all critical components and relationships related to operating the National Lottery.  

Nasr joins Amanda Horton-Mastin, Justin King CBE, Brent Hoberman CBE, and Charles Garland on the advisory board.

Bid Chair Mills added: “For many years, Allwyn’s parent company Sazka Group have pursued a digital approach to lotteries across Europe. Not only has this produced impressive online sales growth, making their lotteries resilient to the challenges of the pandemic, but it has also translated to consistently strong sales growth in the retail sector too.

“Regardless of whether a player purchases their lottery ticket online or in-store, we’ve seen overall player participation only increases if people feel more connected to their lottery. Allwyn’s sister companies are a testament to the powers of digital in the lottery world and I can’t wait to work with Dara and apply his knowledge of the digital and social media landscape.”

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