Allwyn has appointed Katie Harbron as its new director of games, signalling its intent to modernise The National Lottery’s product offering and bridge the gap between traditional lottery formats and digital innovation.

Harbron, who previously served as chief product officer at online casino operator MrQ, brings extensive experience from senior product and commercial roles at Flutter, Sky Betting & Gaming, and Tombola. Her appointment underscores Allwyn’s strategic focus on evolving its game portfolio to meet changing player preferences while maximising returns for Good Causes.

Richard Dawkins, managing director of digital at Allwyn, described Harbron’s expertise in product, content, and commercial development as essential to the company’s ambitions. “I am really excited about the impact I know she and her team will have as we further develop our games to meet the evolving needs of our players and to ensure we responsibly generate more money for Good Causes,” he said.

Strategic Priority on Game Innovation

One of Harbron’s key priorities will be spearheading the creation of new game concepts tailored to contemporary player expectations. The National Lottery has historically relied on draw-based games and scratchcards. But the industry is shifting rapidly towards digital-first products, interactive instant-win games, and mobile offerings.

Harbron expressed enthusiasm for the role, citing The National Lottery’s unique cultural position in the UK. “I have always admired The National Lottery and the unique position it holds in the UK, so the opportunity to play a part in innovating the games is incredibly exciting,” she said.

Part of Broader Digital Transformation

The appointment comes as Allwyn continues to invest heavily in modernising the National Lottery’s digital infrastructure. Earlier this year, the operator completed a major upgrade to the lottery’s website and mobile platforms, migrating approximately 11.8 million player accounts to a new account management system.

The upgrade introduced enhanced player protection tools and expanded the digital game offering.

Allwyn, which secured the contract to operate The National Lottery in 2022 and officially took over from Camelot in 2024, has been building out its leadership team to support its growth strategy. Industry veteran Kresimir Spajic was hired as digital CEO in August last year to lead global digital expansion and oversee the integration of acquisitions including PrizePicks in the US and OPAP in Europe. The operator also established a senior retail role in January to champion the role of lottery retailers in local communities.

Harbron’s hire reflects the increasingly blurred lines between traditional lottery products and newer, digital-first offerings. As consumer preferences shift towards mobile and on-demand entertainment, lottery operators are under pressure to innovate while maintaining the integrity and broad appeal that has made The National Lottery a cultural institution for decades.