Allwyn launches into 2025

Protecting Players, Powering Performance: Inside Our 2025 Mystery Shop Campaign with Allwyn

After smashing every target in 2024—16,000+ retailer visits, 100 % KPI hit-rate, and glowing feedback from Allwyn (“our best ever year”)— Our mystery-shop squad is back and hungrier than ever.

Why we’re here

Player protection isn’t a “nice-to-have”; it’s the National Lottery’s licence to operate. Together with Allwyn, we run undercover visits and on-the-spot knowledge checks so every ticket is sold in a trusted, responsible environment.

What’s coming in 2025

Triple-Track Assurance:

1. Underage Play Checks – making sure “18+ only” means exactly that.
2. Excessive Play Audits – spotting and stopping harmful play patterns.
3. Knowledge Checks – quizzing staff so policies live beyond the poster on the wall.

Flex’ Data Capture Tool
Our brand-new platform turns raw visit data into instant insights—no clipboard clutter, no question marks.

Targeted Visit Approach
One size never fits all. We’ll pilot a new methodology that pinpoints each store’s unique support needs, so training lands where it matters.

The People Powering It

• 2 experienced Regional Managers steering the ship.
• Field agents back by popular demand—experience meets fresh energy.
• A rock-solid Head Office team crunching the numbers and closing the feedback loop.

The Bigger Picture

2025 marks 11 years of partnership with Allwyn, and the mission keeps evolving. More data. Sharper insights. Zero compromise on player safety.

Here’s to another record-breaking year. Let’s keep the National Lottery safe, fair, and fun—for everyone who plays.

Follow our journey for live updates from the field, data nuggets you can use, and a behind-the-scenes look at what it takes to protect players at scale.