Who Is Allwyn Ent Ltd?
Allwyn Entertainment Ltd is a private limited company headquartered in Watford, Hertfordshire, officially incorporated on 25 January 2021.
Formerly known as SAZKA GROUP UK 2 LTD, the company rebranded shortly thereafter and has quickly established itself as a transformative force within the UK gaming and entertainment industry.
As of 1 February 2024, Allwyn took over the operation of The National Lottery, a significant milestone reflecting its strategic commitment to modernising lottery experiences for UK players.
Allwyn operates under a robust 10-year licence and is part of the Allwyn Group, an internationally recognised multi-national lottery operator known for its innovation, integrity, and player-centric philosophy.
Through its dynamic leadership, state-of-the-art technologies, and deep-rooted social value principles, Allwyn UK is positioned to revolutionise lottery engagement across Great Britain.
Who Are the Key Leaders Behind Allwyn Ent Ltd?
Allwyn’s leadership blends extensive experience in lottery, retail, gaming, digital, entertainment, and charity sectors. They are supported by a seasoned board of executives and independent directors:
Executive Leadership Overview
| Name | Position | Key Expertise |
| Andria Vidler | Chief Executive Officer | Media, consumer engagement, strategic vision |
| Alan Artz | Chief Financial Officer | Corporate finance, budgeting, risk oversight |
| Chris Lyman | Chief Customer Officer | Player experience, marketing, brand loyalty |
| Samantha Sheriff | Chief People & Places Officer | HR, workplace culture, organisational growth |
| Alastair Ruxton | Chief Corporate Affairs Officer | Public policy, stakeholder relations |
| Mark Smith | Chief Technology Officer | IT systems, data analytics, platform upgrades |
| Mark Hughes | Chief Security Officer | Cybersecurity, data protection |
| Harry Willits | General Counsel | Legal compliance, contract governance |
Board of Directors
- Justin King CBE, Chair
- Lord Sebastian Coe, Senior Independent Non‑Executive Director
- Sharon Doherty, Non‑Executive Director
- Victoria McKenzie‑Gould, Non‑Executive Director
- Robert Chvatal, Allwyn Group CEO & UK Board Member
- Katarina Kohlmayer, Board Member
- Kenneth Morton, Board Member
- Pavel Saroch, Board Member
- Simon Burke, Independent Non‑Executive Director
- Adrian Joseph OBE, Independent Non‑Executive Director
This multi‑disciplined leadership ensures strong governance under the UK Corporate Governance Code, promoting transparency, accountability, and ethical oversight.
What Are the Capital Strengths and Financial Milestones of Allwyn?
As a Private Limited Company, Allwyn is well-capitalised to meet the extensive financial and infrastructural demands of managing The National Lottery. It continues to demonstrate compliance with corporate reporting standards and operates with a long-term financial vision.
Company Overview
| Attribute | Detail |
| Company Number | 13157556 |
| Incorporation Date | 25 January 2021 |
| Status | Active |
| Business Type | Holding Company (SIC 64209) |
| Last Accounts Filed | 31 December 2023 |
| Next Accounts Due | 30 September 2025 |
| Confirmation Statement Due | 7 February 2026 |
| Registered Office | 37–39 Clarendon Road, Watford, UK |
Allwyn UK’s financial strategy involves substantial reinvestment into technology, digital infrastructure, and responsible gaming systems to ensure operational resilience and long-term societal impact.
What Services, Offerings, and Features Does Allwyn Provide?
Allwyn UK’s services revolve around operating The National Lottery, delivering a seamless, secure, and engaging lottery experience across digital and physical channels.
Core Service Offerings
- Retail Distribution: Over 40,000 retailers in the UK, from local shops to major supermarket chains, serve as physical access points for lottery tickets.
- Digital Lottery Access: Website and mobile app platforms allow players to purchase tickets, check results, and engage with content in real time.
- Game Development: Allwyn is expanding the portfolio with modern, entertaining games tailored for a broader demographic.
- Technology Investments: New terminal rollouts, backend data systems, and AI-powered player protections are central to its 10-year strategy.
- Player Engagement & Safety: Initiatives include safer game design, educational outreach, behavioural analytics, and industry collaboration for harm prevention.
The company is shifting The National Lottery towards a digital-first model while maintaining accessibility through its vast retail network.
How Does Allwyn Operate at Scale?
Allwyn UK works with a complex network of public sector bodies, regulatory authorities, and private partners to deliver its objectives.
Stakeholder Ecosystem:
- DCMS (Department for Culture, Media & Sport): Sets policy for the National Lottery.
- Gambling Commission: Licences and regulates operations.
- 12 National Lottery Distributors: Allocate funds to specific sectors like sports, heritage, arts, and community development.
- National Lottery Promotions Unit: Drives awareness and visibility of funded projects.
- Retail Partners: Over 40,000 independent and chain retail stores.
Through careful coordination with these partners, Allwyn ensures the National Lottery’s trustworthiness, transparency, and continuous delivery of funds to good causes.
How Can You Reach Allwyn Entertainment Ltd?
If you need to contact Allwyn Entertainment Ltd, whether for general enquiries, press matters, or regulatory concerns, their team is accessible through multiple channels. Based in Watford, Hertfordshire, the company provides clear and direct contact information. Below is a quick reference table with their key contact details for your convenience:
| Contact Type | Details |
| Main Address | Allwyn Entertainment Ltd, 37–39 Clarendon Road, Watford, Hertfordshire, WD17 1JA, United Kingdom |
| Telephone | +44 (0)1923 425000 |
| Press Office | +44 (0)20 7632 5711 |
| Website | www.allwyn.co.uk |
For any governance or regulatory-related matters, stakeholders can find more information through the company’s official channels.
It’s recommended to check their dedicated governance page for the latest updates and formal notices. Always ensure you use the correct contact method based on the nature of your enquiry.
Why Should You Choose Allwyn Entertainment Ltd?
Choosing Allwyn Entertainment Ltd means partnering with a purpose-driven, innovation-led organisation that operates one of the UK’s most impactful institutions, The National Lottery.
With a deep commitment to enhancing lives through entertainment and funding, Allwyn brings together decades of global lottery expertise, cutting-edge technology, and a robust governance framework to ensure player trust and public benefit.
Allwyn offers a seamless blend of digital innovation and expansive retail reach, making it easier than ever for people to participate responsibly. The company’s investment in player protection, environmental sustainability, and inclusive access sets new standards in the industry.
Key benefits include:
- Secure, digital-first lottery experience
- Over £30 million raised weekly for good causes
- Strong emphasis on ESG principles
- Inclusive design and accessibility for all players
With Allwyn, every ticket is more than a game, it’s a chance to change lives across the UK.
