SAZKA Group’s latest UK corporate identity, Allwyn, has announced that Twitter UK MD Dara Nasr has joined its advisory board to help steer the company’s strategy for the Fourth UK National Lottery Competition.
Nasr, who is one of the most well-known figures in UK technology, will advise Allwyn’s National Lottery bid team, headed by Sir Keith Mills, on digital commercial strategies.
Nasr is credited with spearheading Twitter UK’s commercial strategy, which saw the country becoming one of the company’s most lucrative international markets.
Since the Fourth National Lottery Competition places a greater emphasis on incumbents’ digital initiatives, expanding the National Lottery’s capacity to raise funds for good causes, Allwyn stressed the importance of Nasr joining the board as a strategic advisor.
Digitally engaging with consumer
Nasr had this to say about his new position: “How companies communicate with customers is evolving thanks to the disruptive rise of social media platforms. Brand communications, advertising, and marketing has become more exciting due to the complementary and unique ability of digital to engage with the consumer.
“As I’ve seen during my time at Twitter, mobile means there is huge potential to establish a close 24/7 relationship between company and customer. I’ve teamed up with Allwyn and their parent company Sazka Group because they understand the importance of digital to lotteries. I can’t wait to get started.”
SAZKA announced Allwyn as it’s new UK Identity in National Lottery efforts early this month, the company was formed as a strategic advisory covering all essential components and relationships relevant to running the National Lottery in order to replace Camelot UK as the steward of the National Lottery.
Nasr joins the advisory board alongside Amanda Horton-Mastin, Justin King CBE, Brent Hoberman CBE, and Charles Garland.
Consistently strong sales growth
Mills, the Chair of the Bid Committee, added: “For many years, Allwyn’s parent company Sazka Group have pursued a digital approach to lotteries across Europe. Not only has this produced impressive online sales growth, making their lotteries resilient to the challenges of the pandemic, but it has also translated to consistently strong sales growth in the retail sector too.
“Regardless of whether a player purchases their lottery ticket online or in-store, we’ve seen overall player participation only increases if people feel more connected to their lottery. Allwyn’s sister companies are a testament to the powers of digital in the lottery world and I can’t wait to work with Dara and apply his knowledge of the digital and social media landscape.”