Allwyn UK awarded two certifications from European Lotteries and World Lottery Association

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Allwyn UK have received two international responsible gaming certifications, highlighting their efforts to safeguard their customers.

The National Lottery operator was awarded the European Lotteries Responsible Gaming Certification, alongside Level Four of the World’s Lottery Association’s Responsible Gaming Framework, which is the highest award possible.

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These accreditations from reputable industry bodies are used by operators to show who is employing the highest levels of player protection and safety in day-to-day operations.

In order to qualify for a Level Four from the WLA, a member has to complete self-assessments, develop and implement a budgeted plan, as well as committing to continuous improvement across the 10 pillars of responsible gaming.

Andria Vidler, Allwyn CEO, stated: “Just over a year on from taking over as the National Lottery operator, we’re delighted to announce that we’ve achieved these important EL and WLA Responsible Gaming Certifications.

“National Lottery games are specially designed to be safe and secure, ensuring they don’t appeal to underage or vulnerable players.

“However, with over 30 million people routinely playing National Lottery games – raising over £30m a week for good causes in the process – it’s crucial that we continue to do everything we can to prevent underage and excessive play.”

Allwyn have introduced multiple initiatives for their safeguarding, including ensuring that their 43,500 retail partners adhere to the Challenge 25 rule.

Using over 8,200 mystery shoppers over the last year, the operator was able to confirm that 92.3% of their partners correctly asked for proof of age.

Last October, Allwyn introduced a 10 scratch-card limit to transactions, as well as becoming a Level Two member of the National Council of Problem Gambling’s Gift Responsibly Campaign.

They have also integrated QR codes to in-store media screens, which allowed customers to gain instant support, and launched the National Lottery Retail Training Centre to improve retailer training.

Their active player base of 11.1million also has access to a wide range of online responsible play tools and communications, as well as personalised interactions with players deemed to be at risk to potential problem play.

The certifications continue the good news for Allwyn, who reported in their FY24 that their revenue had grown by 12% when compared to the year before. This saw their revenue increase to £7.41bn.

In February, the operator teamed up with supermarket giant Aldi, to offer the National Lottery at self-checkouts across the UK, which was viewed as a key upgrade to Allwyn’s retail system.

Speaking on their success, Vidler added: “So, it’s great to have this external recognition of what we’ve achieved so far, but we also know that our work in this area is never finished.

“We plan to continue working hard on our responsible play credentials and driving up our own high standards, keeping National Lottery players at the heart of everything we do.”