Allwyn, operator of the National Lottery, launches in-house creative shop, Studio 59
The operator of the UK’s National Lottery, Allwyn, has launched Studio 59 – a new in-house creative and content studio, built to help the company create, produce, and distribute content across a range of platforms.
Named after the National Lottery’s flagship Lotto game, Studio 59, is set to open in April 2026.
Allwyn created the studio in response to the rapid shift in the marketing and media landscape. There was a “demand for timely, relevant and culturally attuned content growing across digital platforms”, the company said.
Allwyn is expanding its in-house capabilities to streamline workflows, allowing teams to brief, create, and deliver campaigns more efficiently.
The studio will bring together creative, content, social production, planning, and brand marketing into a single integrated structure to support three core sections of the organisation; digital, retail, and communications. As part of this, Allywyn has created what it calls ‘News Engine’, which will play a key role in this new studio.
“Studio 59 gives us the joined‑up firepower we need to create and react at speed. Bringing our creative and communications teams together unlocks a new level of collaboration,” said Gillain Taylor, director of communications for Allwyn UK.
“With the News Engine at its heart, we’ll be able to spot opportunities quickly and produce content that feels right for the moment, helping The National Lottery show up more often and with a clearer, stronger voice for players and communities.”
The new in-house studio aims to boost turnaround times and produce content which consistently and meaningfully reaches players and communities.
Studio 59 will play a central role in the Allwyn’s News Engine, an ‘always on’ model connecting social and communications teams in order to identify opportunities, develop ideas, and produce wide reaching and timely content across the UK.
