Adriana Vidler, Allwyn UK

Andria Vidler assumes leadership of Allwyn UK

Andria Vidler has begun her tenure as CEO of Allwyn UK, as the British-facing division of the cross-European lottery operator prepares to take on National Lottery licensing duties.

Allwyn is set to become National Lottery operator on 1 February 2024, having unseated and later acquired Camelot UK, which had been the sole operator of the lottery since the product’s inception in 1993.

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.

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.”

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).

Ahead of the transition, 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.

Allwyn UK’s senior team for the National Lottery transition has now been finalised, with Vidler in the lead position whilst other roles such as Chief Financial Officer, Chief Operating Officer and Chief Commercial Officer have also been filled.

SBC News Andria Vidler assumes leadership of Allwyn UK

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