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After being designated the probable candidate to take over the National Lottery games in 2024, Czech operator Allwyn has vowed to "breathe new life" into the games.
The corporation that has operated the National Lottery since its inception in 1994 is about to lose its license.
Camelot was defeated by Allwyn Entertainment, who was selected the Gambling Commission's preferred bidder to run the lottery beginning in 2024.
Karel Komarek, a Czech millionaire, owns Allwyn.
"We're now carefully analyzing the Gambling Commission's evaluation before deciding on our future measures," Camelot CEO Nigel Railton stated.
Camelot, on the other hand, was designated as a "reserve applicant."
Because of the bidding process's secrecy, Allwyn has yet to reveal anything about the changes that will affect gamers and merchants after it takes over. It has, however, promised to strengthen the lottery's draw-based games.
Plans might include lowering the main draw's price from £2 to £1.
According to reports, if it wins, it has also committed to contribute £38 billion to charitable organisations over the following decade.
"The National Lottery is a significant British institution," said Justin King, chairman of Allwyn UK and former CEO of Sainsbury's, "and we're focused on ensuring it plays an even greater role in society by boosting participation, enhancing safeguards, and giving back more to good causes."
Mr Komarek, 52, describes himself as coming from a "pretty normal disadvantaged family," having grown up in a two-bed apartment in Hodonin before Czechoslovakia's Velvet Revolution.
He began by selling pipes and valves before transitioning into the oil and gas industry.
The father-of-four, who lives in Switzerland and enjoys skiing, hiking, and cycling, is now worth an estimated £5.9 billion.
With operations in the Czech Republic, Greece, Cyprus, Italy, and Austria, Allwyn is already one of Europe's major national lottery providers.
Sisal Spa, Camelot, and The New Lottery Company Ltd were the other candidates.
"This is the biggest number of applications since the first National Lottery licence was given in 1994," claimed the Gambling Commission.
Allwyn has committed to investing in the National Lottery, which is projected to result in growth and innovation throughout the National Lottery's products and channels, leading in increasing contributions to good causes, subject to participant and property protection."