Allwyn UK is putting more weight behind influencer marketing.
The operator of The National Lottery has appointed Coolr to handle influencer-led campaigns across TikTok and Instagram, with the goal of reaching new audiences and growing its player base. Not a quiet little test, either. This is tied to a run of major game launches and promotions throughout 2026.
Coolr won the work after a competitive pitch process. The agency will lead end-to-end influencer marketing activity for Allwyn UK, starting with the updated Lotto game format.
Coolr Will Lead Campaigns on TikTok and Instagram
The choice of TikTok and Instagram says plenty.
Allwyn is not only trying to speak to existing lottery players. It wants younger audiences, casual players, and people who may not be paying much attention to Lotto, EuroMillions, Set For Life, Scratchcards, or upcoming game launches.
That is where influencer content becomes useful. It can make a lottery update feel less like a corporate announcement and more like something that sits naturally inside people’s feeds.
Coolr will create culture-led campaigns around new game launches and promotions. In plain terms, that means content built for social platforms first, not traditional advertising chopped down into vertical videos.
Lotto Relaunch Gives the Campaign Its First Big Moment
The influencer push begins with changes to Lotto, The National Lottery’s flagship game.
The updated format gives players one ticket with two chances to win in each draw. Allwyn says the new structure is expected to more than double the number of Lotto millionaires, from around 140 a year to roughly 345. Early momentum is already being claimed, with 27 millionaires created in less than a month.
For a campaign, that gives Coolr something simple to work with.
More chances. More winners. A familiar game with a new hook.
That kind of message is easier to carry through creator content than a complicated product explanation. Especially on TikTok, where the first few seconds decide whether people keep watching or move on.
Powerball Adds Another Bigger Launch to the Mix
Allwyn is also preparing for Powerball’s UK launch this summer.
The game is being positioned as the UK’s first £1 billion-plus mega-jackpot game. UK players will be able to take part alongside players in the United States for a shared mega jackpot, with UK winners receiving the prize over 30 years.
That gives the influencer campaign another angle: scale.
Lotto is familiar. Powerball is bigger, louder, and more headline-friendly. Together, they give Allwyn a broader content runway for 2026.
Why Influencers Matter for Lottery Marketing Now
Lottery marketing has usually lived in TV ads, retail displays, app promotions, and national campaigns. Those still matter. But younger audiences do not always discover products that way anymore.
They see things through creators. Short videos. Social reactions. Trending formats. Everyday conversations that do not feel polished to death.
That is likely why Allwyn chose Coolr. The agency has built its reputation around social and influencer marketing, and it has been growing quickly across the UK and US. LBBOnline reported that Coolr saw 20 percent growth in 2025, added more than 60 hires since the start of 2026, and now has nearly 165 employees.
This is not just about hiring influencers to post a few branded videos. The bigger move is putting creator-led marketing closer to the center of the launch strategy.
Allwyn Wants a Younger Player Base
Ben Brown, media director at Allwyn UK, said Coolr was chosen for its scale, creativity, and experience in helping brands connect with younger audiences. He also pointed to Allwyn’s wider plan to modernize The National Lottery through new game formats and increased chances to win.
That word “modernize” matters here.
Allwyn took over as operator of The National Lottery on February 1, 2024, under the Fourth Licence. The company has said it wants to create a lottery experience fit for the digital era, with more games, more players, more entertainment, more winners, and more money raised for National Lottery-funded projects.
Influencer marketing fits neatly into that direction. Maybe too neatly, depending on how cautious the campaign has to be around responsible play. But the intent is clear enough: The National Lottery wants to feel more visible in the places younger audiences already spend time.
Coolr Sees More Brands Moving Influencers to the Center
Coolr managing director Olivia Blairman said more brands are placing influencer marketing at the center of their communications strategies as they look for access to new audiences. She described the Allwyn partnership as a chance to help connect with new players through culture-led social campaigns.
That is the wider creator economy story here.
Influencer marketing is no longer only for fashion drops, beauty products, food brands, or entertainment launches. A lottery operator is now using it to support major national game updates. That shows how far creator-led marketing has moved into mainstream brand strategy.
A Bigger Test for Creator-Led Campaigns
The Allwyn and Coolr partnership will be worth watching because lottery marketing has a different tone from many consumer campaigns.
The campaign needs excitement, but not recklessness. It also needs reach without careless targeting. Most of all, it needs creators who can make the content feel natural without making the product feel trivial.
That balance is not easy.
Still, Allwyn clearly sees influencer marketing as part of its next growth chapter. Coolr now has the task of turning Lotto changes, Powerball hype, and National Lottery promotions into content people actually stop to watch.
And that may be the real test. Not whether the campaign looks polished. Whether it feels native enough to belong in the feed.
Sources:
- Little Black Book / LBBOnline – Allwyn UK Taps Coolr to Power Influencer Push to Reach New Audiences.
- Allwyn UK – Official company information and National Lottery operator details.
- Allwyn UK News – Lotto and National Lottery updates.