Allwyn UK has named Katie Harbron as its new Director of Games to oversee the National Lottery’s product portfolio.
Harbron transitions to Allwyn from a role as Chief Product Officer at iGaming provider MrQ, following prior senior positions at other established brands such as Flutter Entertainment, including its Sky Betting & Gaming and Tombola brands.
Now part of Allwyn, she will apply her expertise to managing the National Lottery operator’s Games Team, which includes Product Marketers and Innovation Managers.
Harbron’s appointment coincides with a historic modernization of the National Lottery, aligning with Allwyn’s contractual terms as the 10-year operator of the fourth National Lottery licence. The company took on the contract in February 2024.
“I have long admired The National Lottery and the unique role it plays in the UK; the opportunity to contribute to innovating its games is incredibly exciting,” Harbron noted.
Allwyn UK has placed Harbron in direct charge of the performance and development of the full product suite of draw-based and interactive instant win games produced for the National Lottery, while reporting to Richard Dawkins, the firm’s Managing Director of Digital.
Dawkins added: “Katie brings extensive experience leading product, content, and commercial development for global brands. I am truly excited about the impact I know she and her team will have as we further develop our games to meet players’ evolving needs and ensure we responsibly generate more funds for Good Causes.”
Harbron will head a division responsible for generating the second-highest gross gaming yield in the UK between July and September 2025, based on data from the UK Gambling Commission (UKGC).
Ranking second only to iGaming, which led with £1.4bn in gross gambling yield (GGY) during that period, the National Lottery recorded £843m in GGY.
With this yield generated across both remote and non-remote channels, it highlights that Harbron will need to maintain the high quality and appeal that National Lottery products are known for.
Allwyn has also set an ambitious target of doubling National Lottery returns to good causes from £30m to £60m per week by the end of its 10-year contract with the UKGC, set to conclude in 2034. Achieving this will require boosting ticket and games sales.
Appointing an experienced iGaming executive to lead Allwyn’s Games division suggests a potential further diversification of its lottery product range in 2026, possibly with a greater focus on instant win games, or both.