Allwyn UK has appointed Katie Harbron as its new Director of Games to lead the National Lottery’s product portfolio. 

Harbron joins from a stint as a Chief Product Officer at iGaming provider MrQ, following similar senior roles at other established brands such as Flutter Entertainment, including its Sky Betting & Gaming and Tombola brands.

Having now joined the ranks of Allwyn, she will incorporate her expertise into managing the National Lottery operator’s Games Team, which consists of Product Marketers and Innovation Managers.

Harbron’s appointment comes amid a historic upgrade of the National Lottery, in line with Allwyn’s contractual conditions as the 10 year operator of the fourth National Lottery licence. The firm took the contract on in February 2024.

“I have always admired The National Lottery and the unique position it holds in the UK; so the opportunity to play a part in innovating the games is incredibly exciting,” Harbron remarked.

Allwyn UK has put Harbron directly in charge of the performance and development of the whole 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 in leading product, content and commercial development for global brands. I am really excited about the impact I know she and her team will have as we further develop our games to meet the evolving needs of our players and to ensure we responsibly generate more money for Good Causes.”

Harbron will take up a division that is responsible for generating the second highest gross gaming yield in the UK between July and September 2025, as per data from the UK Gambling Commission (UKGC).

Coming in second just after iGaming, which topped the charts at £1.4bn in gross gambling yield (GGY) generated in that period, the National Lottery came in at £843m in GGY.

With that yield being generated across both remote and non-remote channels, it goes to show that Harbron will have to maintain the high quality and attractiveness that all National Lottery products have grown to be known for.

Allwyn has also set itself 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, due to end in 2034. This will require boosting ticket and games sales to achieve.

The appointment of an experienced iGaming executive to lead Allwyn’s Games division suggests a further diversification of its lottery product range in 2026, perhaps an increased focus on instant win games, or both.