Director of Games

At the heart of everything we do is our vision to change lives every day, and our mission to grow The National Lottery responsibly and champion its impact.

We are Allwyn UK, part of the Allwyn Entertainment Group – a multi-national lottery operator with a market-leading presence across Europe which includes:
Czech Republic, Austria, Greece, Cyprus & Italy, and the US.

While the main contribution of The National Lottery to society is through the funds to good causes, at Allwyn we put our purpose and values at the heart of everything we do. Join us as we embark on a once-in-a-lifetime, large scale transformation journey by creating a National Lottery that delivers more money to good causes.

We’ll talk a bit more about us further down the page, but for now – let’s talk about the role and who we’re looking for…

If you need any assistance or adjustments to this job description or in the application process, please contact a member of the talent team at  and we’ll be happy to help.

This role is responsible for driving the performance and development of the portfolio of Draw-Based Games (DBGs) and Interactive Instant Win Games (IIWGs) to deliver required returns to good causes and profit targets.

The Director of Games will be a critical member of the Digital Leadership team and will work collaboratively with the Digital Revenue and Customer Director, Retail Revenue & Customer Director, Head of Scratchcards, and Marketing Director, to create and manage a compelling portfolio of games that meets customer needs and segments across channels to maximise overall sales and returns to good causes.

A critical focus of this role is driving responsible growth, delivering innovation into the portfolio at pace, for example by launching new games or implementing new mechanics, and setting an exciting calendar of events to cut through in an increasingly competitive market.

The post holder will be equally adept focusing on current performance, identifying any issues pro-actively and determining and executing mitigating responses, as on driving future innovation. They will lead a team made up of expert games marketing and brand managers, setting the ambition and the pace and supporting them to deliver.

This role requires an experienced and ambitious commercial and brand leader, with a strong understanding of the games market and games mechanics (lotteries, gambling or gaming) alongside proven experience in GTM marketing and innovation within Gaming, Gambling, FMCG, Telco or Entertainment sectors. The post holder must have a demonstrable track record of portfolio development and innovation delivery, rooted in customer understanding, and able to balance driving day to day performance with delivering ambitious innovation over the short, medium and longer-term.

They will be sensitive to the unique requirements of The National Lottery and be comfortable working collaboratively across functions and external stakeholders, with strong communication skills.

• Inspire and lead a team of Games Marketing and Brand Managers (DBGs and IIWGs), responsible for driving current performance and development of each game and category at pace to meet growth target
• Setting long-term growth plans for each category and game (DGBs and IIWGs), ensuring an optimised portfolio that maximises engagement across different consumer segments, and is compelling in an increasingly competitive market
• Create and champion a consumer plan for the portfolio in collaboration with Strategy & Transformation, Marketing and Head of Scratchcards (Retail) to maximise overall performance
• Reviewing external market developments to understand best practice and identify opportunities to optimise the portfolio
• Ensuring clear briefs are delivered to Marketing (in-house and external agencies) to drive participation and spend across the games portfolio, optimising for roll cycles
• Pro-actively driving delivery of new game innovation, setting the pace, being demanding of others and their own team, and working hand-in-glove with the portfolio and project managers in the Strategy & Transformation team to ensure milestones are met and execution is…