Allwyn launches influencer push with Coolr to grow player base

The agency will lead end-to-end influencer marketing across a series of game launches and promotions throughout 2026, starting with changes to the flagship Lotto game. The new format gives players one ticket with two chances to win per draw.

As operator of The National Lottery (which includes games such as Lotto, EuroMillions, Set For Life and National Lottery Scratchcards), Allwyn UK is on a mission to bring innovation to The National Lottery and grow its player base.

The new Lotto format is expected to more than double the number of Lotto millionaires from around 140 a year to around 345 and is already creating many more millionaires – with 27 created in less than a month. #

As the nation’s ‘millionaire maker’, the new Lotto format complements Powerball, the UK’s first £1bn+ mega-jackpot game, launching this summer with a UK-specific version of the game. This will see UK players playing alongside their US counterparts for a chance to win the shared mega jackpot, which will be paid out to UK winners over 30 years.

Coolr will develop influencer-led campaigns across TikTok and Instagram to serve as key growth channels for reaching new audiences.

Culturally-led social and influencer activity will allow the partnership to engage a new generation of players and support a standout national launch moment for the updated game.

Olivia Blairman, managing director at Coolr said: “This is an exciting opportunity for us to support Allwyn UK, the business responsible for running The National Lottery, to help it connect with new players on its new game launches and drive engagement through culture-led social campaigns.”

Ben Brown, media director  at Allwyn UK said: “Coolr has built an impressive reputation for social and influencer marketing, working with some of the world’s biggest brands on engaging and relevant campaigns.

“As we continue modernising The National Lottery experience with exciting new game formats and increased chances to win, we chose Coolr for its scale, creativity and expertise to help us connect and engage new younger audiences.”