Allwyn has launched Studio 59, a creative content studio that will produce and distribute content across all channels.
The new studio will be responsible for creating timely, relevant and culturally attuned content for social media.
By concentrating its content creation efforts under one studio, Allwyn hopes to shorten decision-making routes and turnaround times.
Steve Parkinson, Marketing and Brand Director, Allwyn UK, said: “The media landscape continues to evolve, with new formats, digital channels and audience expectations shaping how brands show up.
“To meet that challenge, we need to move faster, collaborate more closely, and bring more capability in-house. Studio 59 allows us to do that.
“It gives us a more flexible, accountable model that strengthens our content creation and helps us show up more confidently in UK culture. Ultimately, it’s about returning more to Good Causes.”
Studio 59 will be responsible for supporting Allwyn’s News Engine initiative, which intends to push more stories from The National Lottery into UK media, including the various Good Causes that Allwyn funds.
For example, Allwyn recently rewarded retailers across the UK with £21,000 ($28,000) for exemplary product displays in their stores.
Gillian Taylor, Director of Communications, Allwyn UK, added: “Studio 59 gives us the joined‑up firepower we need to create and react at speed.
“Bringing our creative and communications teams together unlocks a new level of collaboration.
“With the News Engine at its heart, we’ll be able to spot opportunities quickly and produce content that feels right for the moment, helping The National Lottery show up more often and with a clearer, stronger voice for players and communities.”
Earlier today, Allwyn published its FY2025 results, which revealed the company's total revenue increased 4% to €8.99bn ($9.74bn).
Studio 59 is named after The National Lottery’s flagship Lotto game and is a nod to the legacy of the brand
