Allwyn"s Andria Vidler on adapting the National Lottery for success

Andria Vidler, the chief executive of the National Lottery operator, emphasizes the need for adaptation to ensure the Lottery's success. She acknowledges the challenges posed by an aging brand and the lack of updates since 2009. Vidler suggests innovative ideas, such as Christmas scratchcards that serve as gift tags, leveraging AI to enhance player engagement and identify those at risk of problem gambling. She reflects on the past sociability of the Lottery, which thrived when it was a shared experience on television. Vidler's leadership comes after a merger with a former rival, which required navigating a difficult atmosphere but has since led to a more productive environment. She encourages women aspiring to leadership roles, sharing her own experiences with imposter syndrome and resilience in male-dominated workplaces. Vidler's vision includes revitalizing the Lottery's appeal and fostering community engagement, aiming to bring back the excitement and camaraderie that once defined the Lottery experience.