UK National Lottery operator Allwyn is expanding its in-house capabilities with the launch of a new creative and content studio.
Set to be unveiled next month, Allwyn said that Studio 59 has been created in response to the rapid shift in the marketing and media landscape, with demand for timely, relevant and culturally attuned content growing across digital platforms.
Studio 59 has been designed to improve content creation from end to end, from planning and creative development to production and distribution. By housing teams together and shortening decision-making routes, Allwyn aims to boost turnaround times and create content that lands more consistently with players and communities.
“The media landscape continues to evolve, with new formats, digital channels and audience expectations shaping how brands show up,” said Allwyn UK marketing and brand director Steve Parkinson. “To meet that challenge, we need to move faster, collaborate more closely, and bring more capability inhouse.
“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.”
Allwyn will continue to work closely with its existing agencies, including VCCP and Hearts & Science, particularly on major creative platforms and strategic planning.
Studio 59 has been developed in partnership with The Creative Engineers (a Production Works company), and is named after The National Lottery’s flagship Lotto game, where players select six numbers from 1 to 59.
The studio will play a central role in Allwyn’s new News Engine, an always on model that connects Communications and Earned with Creative and Social teams to identify opportunities, develop ideas at speed and produce content that travels further.
Gillian Taylor, director of communications for Allwyn UK, said: “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.”