In order to support Sir Keith Mills as part of the company’s application for the Fourth National Lottery Licence, Sazka Group added Charles Garland to its advisory board.
Syco Entertainment’s former Global CEO and 19 Entertainment’s COO will work closely with Mills to create strategies to help the National Lottery rediscover its sense of excitement and bring the institution back to the forefront of British entertainment.
Lottery market reach
Working with other advisory board members, currently comprising Brent Hoberman CBE and Justin King CBE, Garland will advise the Sazka team on how to expand the market reach of the lottery and bring back 8.5 million missing participants.
This will include plans to revise the marketing plan of the lottery and boost its brand engagement while providing a convincing customer experience across all channels of sales.
About his appointment, Garland commented: “The National Lottery was once a staple of British entertainment, but in the era of Netflix, podcasts and video games, it needs to adapt to changes in customer behaviour.
“The challenge facing this institution is to recapture that sense of excitement that the Saturday night draw once generated, bringing back those players who we believe turned away from the lottery in favour of new and more innovative entertainment platforms.
“But in order for this to happen, The National Lottery must have a digital-first operator with a track record of turning underperforming lotteries into cherished household brands. This is exactly what Sazka Group do – together we are working on proposals that will make the British public fall back in love with this vital institution.”
Garland’s wealth of experience includes working with the likes of both Simon Cowell and Simon Fuller as one of Britain’s most influential figures in the film industry.
In the 21st century, he was central to the development of popular culture. From partnering with Fuller to transform S Club 7 into global pop superstars, to working with David and Victoria Beckham to create ‘Brand Beckham’ to overseeing the rollout of X Factor and ‘Got Talent’ into two of the biggest syndicated TV shows in the world.
More recently, by spending five years as Comic Relief’s board director, Garland has also displayed leadership in the charity field. Here, he was responsible for helping the company grow to raise over $100 million in the USA.
Sir Keith Mills, Sazka Group’s UK Bid Chair, added: “Throughout his career, which has spanned music, sports and television, Charles has grasped the mood of the nation and kept people entertained.
“The National Lottery needs an operator who can better understand its players, increase participation by making the lottery fun and exciting again, and ultimately return more to good causes. This is fundamental to our bid and Charles will be an invaluable member of the team as we strive to make it happen. I’m confident that with Charles on board, alongside other members of our expert advisory board, Sazka Group will submit a winning bid.”
Former @syco CEO Charles Garland is joining the advisory board in support of @SazkaG’s National Lottery Bid! Charles will help change the lottery’s marketing strategy and improve brand management, while ensuring that customer experience and player safety remain top priorities. pic.twitter.com/xXVhX8ZPta— SAZKA Group (@SazkaG) February 1, 2021