Andria Vidler is stepping down as Chief Executive Officer of Allwyn UK, and will be replaced by a former high-level figure at William Hill and 888 on an interim basis.
The UK-facing division of Swiss-based multinational lottery and gaming giant Allwyn International, Allwyn UK is operator of the National Lottery as the holder of the fourth 10-year licence.
Vidler will be replaced by Phil Walker as Interim CEO. A long-time iGaming professional, Walker is currently a Non-Executive Director of City Gaming, a high street slots operator in the UK, and is a former Chief Operating Officer of the Gibraltar Stock Exchange.
He was also a Senior Executive Manager at William Hill, one of the UK’s oldest betting brands, for over four years, and was also Chief Commercial Officer at 888 Holdings (now evoke) between 2023-2024, following the firm’s acquisition of Wiliam Hill in 2021.
“I am excited and proud to be taking up the baton from Andria and joining such a vital national institution at this important stage of its growth journey,’ Walker remarked.
“As a long-standing National Lottery player, I know first-hand the difference it makes to communities across the UK and this is a huge part of what attracted me to the role. It will be a real honour to help build on the progress already made.”
SBC News understands that Vidler’s departure from Allwyn UK is a mutual decision with the rest of the group’s board.
Walker has been tasked with maintaining the momentum Allwyn has gained under Vidler’s leadership, and with taking the business into its next phase of growth as National Lottery operator.
Alwyn’s big three years
Vidler became CEO of Allwyn UK in October 2023, 13 months after the company was awarded the fourth National Lottery licence by the Gambling Commission after a tender process throughout 2021-2022.
Like Walker, Vidler is also a former 888 Holdings employee, having served as a Non-Executive Board Member at the LSE company from July 2022 until joining Allwyn in late 2023.
Her tenure as CEO was marked by Allwyn’s ascension to National Lottery management in February 2024. The firm will hold the contract until 2034, and has set itself the goal of doubling weekly returns to good causes from £30m to £60m by the time it is completed.
“It has been a huge privilege to lead Allwyn UK through such an important period for The National Lottery,” Vidler remarked. “The last three years have required enormous focus and commitment from colleagues right across the business, and I am proud of what we have delivered together.
“Above all, I am proud that this work has helped strengthen The National Lottery’s ability to raise vital funds for Good Causes across the UK.”
The past few years have seen the firm contend with some legal challenges too, however, as dissatisfied parties in the 2022 licence bidding contest continued to fight the Gambling Commission’s decision to award Alwyn the contract.
A legal dispute with Camelot UK – the sole licence holder since the National Lottery’s creation back in 1994 – was put to bed prior to Vidler becoming CEO when Allwyn acquired its competitor in late 2022.
Richard Desmond, the UK media tycoon, continued to fight the Commission’s decision, however. This was finally put to rest just last month when the Court of Appeal rejected Desmond’s request to appeal the High Court’s earlier rejection of his claim.
The past year has also seen Allwyn embark on a modernisation of the National Lottery, specifically its retail terminals, a condition of its licence.
This saw a huge upgrade of retail outlets across the country, in partnership with Scientific Games, and although some retailers expressed teething pains, Allwyn came off confident in its success.
The latest modernisation push saw the UK launch of Powerball, a hugely popular US lottery product which can generate over £1bn in prizes on rare occasions. This marked the first time Powerball made its debut outside the US.
Reflecting on these efforts, Vidler remarked that “a marathon, not a sprint, and with the major transition now complete, and The National Lottery in a stronger position to keep delivering for the nation, this feels like the right moment for me to pass on the baton”.
Justin King, Chair of Allwyn UK, added: “With the major transition milestones delivered, now is the right time to look to the future and build on the solid foundations that have been laid to create a strong platform for future growth.
“We are pleased to welcome Phil as Interim CEO as we continue to modernise and strengthen The National Lottery for players, retailers and Good Causes.
“On behalf of the Board, I would like to thank Andria for leading this transformation with drive, focus and commitment, and I wish her every future success.”
