Allwyn Gives National Lottery Players More Ways to Win

Allwyn, operator of The National Lottery, is giving players more ways to win outside of the main National Lottery games and draws – with new and varied promotions driving further value and excitement.

So far in 2024, Allwyn launched a EuroMillions Valentine’s Day campaign, which, in addition to making 14 UK Millionaires also saw 14 lucky ticket-holders win a trip for two to the Maldives.

This was supported by a tongue-in-cheek, multi-channel campaign – which featured tie-ups with TikTok travel influencers – that brought to life how National Lottery players could seriously upgrade their Valentine’s Day if they scooped one of the amazing prizes on offer. This special event attracted 400,000 more digital players compared to the previous comparable draw.

And, in a first for The National Lottery, the company is currently running a weekly special £10k prize draw. Running over nine weeks, players are entered into the weekly draw by spending £10 or more on National Lottery draw-based games (such as Lotto, EuroMillions, Set For Life and Thunderball) online in the week (between Monday and Sunday).

The £10 spend takes into account people who play by draw-based games by Direct Debit and play in advance for future draws – so the spend doesn’t necessarily have to be for draws in the week itself, as it’s calculated by when the transaction is processed.

And the excitement doesn’t stop there, as the special £15 million “Must Be Won” Big Easter Bank Holiday Lotto Jackpot on April 19 (Saturday) saw three new millionaires created, after three lucky ticket-holders matched five main numbers and the Bonus Ball to win £1.06 million each. As no-one matched all six main numbers, the jackpot rolled down – boosting all prize tiers.

Allwyn’s Marketing & Brand Director, Steve Parkinson, said: “Since the beginning of the year, we’ve been looking at some fun and unique ways to attract new National Lottery players and re-engage former ones. These are delivering further value for players – giving them more to play for – and are creating talkability. Of course, by playing National Lottery games, players raise more than £30 million every week for Good Causes – so this really is a win-win.”