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Allwyn Appoints VCCP and Leo Burnett to Marketing Roster
Allwyn, the incoming operator of the UK’s National Lottery, announced the appointment of Leo Burnett and VCCP as joint creative advertising agencies for the National Lottery for the first two years of the upcoming Fourth Licence, which starts in February 2024.
Global advertising agency, Leo Burnett, has been appointed to develop compelling campaigns for the National Lottery brand, along with working on a revamped proposition for instant lottery games and looking at how to better link National Lottery games with Good Causes.
Global integrated communications agency, VCCP, will oversee marketing communications for the Lotto and Set For Life games, along with managing rollover and jackpot-specific campaigns for draw-based games more generally.
Allwyn has taken a roster approach to appointing advertising agencies for the National Lottery for the first time. This approach will better enable Allwyn’s focus on driving increased awareness for individual product brands. In turn, this will lead to an increased number of campaigns and maximise reach.
Bringing a strong track record of strategic thinking and creative nous, Leo Burnett will provide a team headed by CEO, Charlie Rudd, that has been integral on many projects – including, most notably, the successful repositioning of McDonald’s in the UK.
With proven credentials in building brands that connect on an emotive level with the British public – including highly successful campaigns for Cadbury and Compare the Market – VCCP will provide a team headed by Managing Director, Hannah Fitzgerald.
Allwyn’s brief to the respective agencies is to create campaigns that help bring its vision for the National Lottery under the Fourth Licence to life: that is to grow the National Lottery in a safe and responsible way, enabling it to return more to Good Causes, by increasing the relevance of the National Lottery and introducing the range of games to new audiences responsibly.
Leo Burnett and VCCP will now get to work on developing campaigns which will roll out from 1 February 2024, in line with the start of the Fourth Licence.
Business consultancy, Ingenuity, managed the agency pitch process for Allwyn. As part of that, Allwyn has signed up to the Pitch Positive Pledge, which supports making the pitch process more intentional, accountable and responsible for both advertisers and agencies.
An Allwyn spokesperson said: “We’re delighted to appoint these two leading agencies to support our vision for the National Lottery. The competitiveness of the pitch process demonstrates the appeal the National Lottery holds to many people. We’re looking forward to both agencies coming up with effective, compelling campaigns to further broaden that appeal, making The National Lottery even more relevant to more people in a safe and sustainable way.”
BetMGM
BetMGM Poker Championship Returns to ARIA Resort & Casino in Las Vegas June 30 – July 4

BetMGM, a leading sports betting and iGaming operator, announced the BetMGM Poker Championship returns to ARIA in Las Vegas Monday, June 30 to Friday, July 4, highlighting the ARIA Poker Classic Summer Series. The no-limit hold ‘em tournament has a $3,500 buy-in and offers participants a $3 million guaranteed prize pool. For the fourth consecutive year, the BetMGM Poker Championship will begin in ARIA’s Poker Room and conclude with a live-streamed Final Table at the PokerGO Studio. The ARIA Poker Classic runs May 29 through July 13 with the full schedule available at ARIA Poker on X.
“BetMGM’s relationship with MGM Resorts is our differentiator and the BetMGM Poker Championship presents a unique opportunity to connect our online players with one of the premier properties and events that Las Vegas has to offer. We are preparing to use our brand ambassadors – Darren Elias and Abby Merk – as well as our media partners, to engage with the poker community in new ways throughout the summer,” said Angus Nisbet, VP of Gaming at BetMGM.
Online qualifiers for the BetMGM Poker Championship run at 9:15 p.m. EST every Thursday and Sunday through Sunday, June 22. More than 100 players from BetMGM Poker markets including New Jersey, Michan, Pennsylvania, and Ontario (Canada) will win BetMGM Poker Championship packages that include a $3,500 Championship entry, a five-night stay at ARIA, travel credit, and a BetMGM swag bag. A full online qualifier schedule is available at BetMGMPoker.com.
Ryan Kirk, ARIA’s Director of Poker Operations, said: “ARIA has long been recognized as the epicenter of poker in Las Vegas and we’re proud, once again, to host the BetMGM Poker Championship during our ARIA Poker Classic. This event continues to raise the bar, bringing together the prestige of our world-class poker room with BetMGM’s innovative online platform. We look forward to welcoming players from across North America to experience the energy, excitement and hospitality that ARIA delivers.”
The post BetMGM Poker Championship Returns to ARIA Resort & Casino in Las Vegas June 30 – July 4 appeared first on Gaming and Gambling Industry in the Americas.
100 Black Men Las Vegas
Las Vegas Sands Announces $100,000 Sands Cares Donation to 100 Black Men Las Vegas

Las Vegas Sands has contributed $100,000 through the Sands Cares global community engagement program to 100 Black Men Las Vegas in support of the organization’s youth mentorship, scholarship, and community service offerings.
The 2025 donation will enable 100 Black Men Las Vegas to offer new programs including a science, technology, engineering, and math initiative; the Pathways to Public Service program, which focuses on developing a pipeline of law enforcement and first responder professionals; and Realtist Academy, which prepares participants to become licensed real estate agents or mortgage brokers.
In addition, Sands Cares funding will help 100 Black Men Las Vegas pursue efforts to identify a permanent location for the organization.
“Sands has always understood our overall goal across all of our offerings, which work together to empower our youth and community members to be healthy, self-sufficient and successful. We’ve greatly expanded our reach over the past four years with Sands’ support, and the 2025 contribution is helping us grow current programs and introduce new initiatives to increase our positive impact even further,” Gentry Richardson, executive director of 100 Black Men Las Vegas, said.
The Sands Cares contribution continues to help underwrite 100 Black Men Las Vegas’ youth leadership development programs, including the flagship Crossroads youth mentoring and life skills program for middle and high school students. Crossroads covers more than 30 critical social and emotional skills that equip participants to successfully engage in their education, professions, and community. In 2024, mentor programs served more than 1500 students in the Las Vegas area and helped students achieve a cumulative 20% grade point average increase over 2023.
Sands’ donation also continues underwriting of scholarships for local college students. Last year, Sands Cares funding contributed to a scholarship pool that cumulatively enabled 100 Black Men Las Vegas to distribute more than $80,000 in scholarships funds, and the organization aims to provide $100,000 in scholarships in 2025.
Finally, the Sands Cares contribution also supports direct community service programs, including a free monthly Virtual Youth Cooking Class and Thanksgiving with the 100 and Friends, the organization’s annual Thanksgiving dinner distribution event.
Sands’ partnership with 100 Black Men Las Vegas is aligned with the company’s focus on education and helping build the workforce of the future.
The post Las Vegas Sands Announces $100,000 Sands Cares Donation to 100 Black Men Las Vegas appeared first on Gaming and Gambling Industry in the Americas.
BetMGM
BetMGM Returns as Entitlement Sponsor of NASCAR Xfinity Series Race at Charlotte Motor Speedway, May 24
BetMGM, a leading iGaming and sports betting operator, announced its return for the second year as the entitlement sponsor of the BetMGM 300 race (part of NASCAR’S Xfinity Series) at Charlotte Motor Speedway on Saturday, May 24.
The sports betting operator is also the title sponsor of the BetMGM Speed Street, the epicenter of entertainment, food and interactive experiences for fans in town for NASCAR’s tripleheader weekend, May 23-25. Headlining the fan festival will be GRAMMY-nominated, global phenom Smash Mouth bringing their signature sound and chart-topping hits to the BetMGM Speed Street Stage on Saturday, May 24.
“A little over a year after launching sports betting in North Carolina, BetMGM is pleased to be at the heart of the excitement for the BetMGM 300 and BetMGM Speed Street. As NASCAR betting continues to grow, this weekend presents a wonderful opportunity to connect with passionate motorsport and music fans in the Tar Heel State,” Casey Hurbis, Chief Marketing Officer at BetMGM, said.
BetMGM will be integrated throughout the BetMGM 300 NASCAR Xfinity Series showdown, from the honorary starter to pace cars and signage on billboard turns, to barrier decals and pit signs. The winner of the race will be awarded a full-size, custom BetMGM slot machine along with the BetMGM 300 trophy. Fans will be able to take photos with the trophy, slot machine and Richard Childress Racing’s No. 8 BetMGM Chevrolet driven by Kyle Busch at a new victory lane experience located within the BetMGM Speed Street.
Charlotte Motor Speedway President and General Manager Greg Walter said: “The stakes are going to be high when the Xfinity Series returns for the BetMGM300 this Memorial Day Weekend, but one sure bet is that the fans will ultimately be the big winners. With a weekend full of great music, driver appearances and interactive displays in BetMGM Speed Street and high-octane action on the track, this will be the can’t-miss event to kick off summer.”
The post BetMGM Returns as Entitlement Sponsor of NASCAR Xfinity Series Race at Charlotte Motor Speedway, May 24 appeared first on Gaming and Gambling Industry in the Americas.
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