Allwyn. How can the National Lottery operator ensure compliance across a diverse network of 26,000 independent stores?
At a glance.
Key benefits.
This project has transformed compliance training for Allwyn, operator of The National Lottery. Store colleagues across a varied retail landscape have been engaged to foster a culture of responsible retailing across the UK's National Lottery network.
Read time.
4 mins.
Products & Services.
Learning consultancy, custom eLearning development, LMS, digital toolkit creation.
Outcomes.
An engaging, intuitive training experience for 26,000 stores and 60,000 trainees nationwide, featuring store-centric profiles, mobile-optimised content, and clear actionable steps, resulting in an excellent foundation of compliance measures with strong completion rates and retailer confidence.
Background.
In 2022, Allwyn won the licence to operate the fourth UK National Lottery licence which began in February 2024. In preparation, all existing National Lottery retailers, from individual stores to multi-site operators, were required to take part in refreshed and renewed responsible play training across all independent and national account operations.
Allwyn are committed to a culture of retail-wide compliance and responsibility, where every retailer understands their role in maintaining the integrity of The National Lottery and feels empowered to operate within regulatory guidelines. This includes areas such as the legal age to sell age-restricted products and contractual regulations including the Licence 4 Conditions and Retailer Agreement.
Reimagining compliance awareness.
Allwyn faced a significant challenge: How could they ensure consistent, high-quality compliance training across such a varied retail network while maintaining data accuracy and GDPR compliance in an industry known for high employee turnover rates? Moreover, any solution needed to take into account:
a varied and diverse retailer estate.
a highly established and often experienced retailer population.
a fresh approach to digital-first training which fell out of line with current retailer confidence.
the need to exceed GDPR requirements.
a mix of existing and new regulatory guidance and principles.
The Allwyn team recognised the need for a fresh approach - one that would not only meet regulatory requirements but resonate with retailers and reinforce the importance of responsible play and operational compliance.
Allwyn approached Sponge in 2023 with the following goals:
Create an engaging, intuitive learning experience for retailers.
Ensure GDPR compliance and data accuracy.
Emphasise the real-world impact of compliance in National Lottery operations.
Ensure seamless deployment across a diverse retail landscape.
Provide a flexible solution, suitable for any size of store, anywhere in the UK.
Our solution.
Sponge's learning experts worked closely with Allwyn's team, identifying key elements for success. Central to the solution was the implementation of our Learning Management System (LMS):
Tailored LMS deployment:
We deployed a customised version of our platform, specifically designed to meet Allwyn's challenges. This system serves as the backbone of the entire training initiative, providing a centralised platform for content delivery, user management, and reporting.
Store-centric approach:
Within the LMS, we created an innovative system with profiles for each store, rather than individual users. This ensured GDPR compliance and easily managed turnover rates typical in retail. For year 1, each store profile contains a pre-populated number of training modules based on the store's size and type. Prior to accessing the modules, users were invited to input their name into a survey. This meant Allwyn could access a rich data set which provided the training distribution and completion rates required to offer assurances to the Gambling Commission, and build a real-time view of Retailer needs, preferences and feedback with which to develop and improve the platform for Year 2.
Flexible access:
The LMS was designed with two access methods:
Direct access for small, independent stores without existing LMS infrastructure.
Providing multi-site operators with the opportunity to allow our content to be seamlessly incorporated into their existing systems.
Mobile optimisation:
We optimised the LMS platform for mobile use, allowing staff to access training materials on the go. This mobile-first approach ensures the system fits seamlessly into the busy schedules of retail staff.
Comprehensive content delivery:
Through the LMS, we delivered a range of training materials:
Core compliance eLearning modules (3 x 20-minute sessions).
Bite-sized video tutorials.
Infographics for visual learners.
Cheat sheets for quick reference.
Detailed PDF resources for in-depth study.
Advanced reporting and analytics:
We implemented an advanced reporting system using xAPI statements within the LMS. This provides Allwyn with real-time insights on:
Module completion rates.
Learning performance metrics.
Compliance tracking.
Areas where retailers might need additional support.
Scalable and future-proof design:
The LMS was built with scalability in mind, capable of handling Allwyn's entire network of 40,000+ retail partners and up to 100,000 individual trainees. We also incorporated the capability for annual content updates, ensuring the system can evolve with Allwyn's needs.
User-friendly interface:
Despite its complex back-end, the LMS presents a clean, intuitive interface to end-users. Retailers can easily navigate their required modules, access resources, and track their progress with just a few clicks.
The result is a comprehensive LMS solution that not only meets regulatory requirements but truly engages retailers in the critical task of National Lottery compliance. It balances the 'magic' of engaging, relevant content with the 'logic' of sound instructional design and robust technical implementation.
Launch and results.
Following a collaborative effort between the two teams, the compliance training launched smoothly across Allwyn's retail network, as discussed in Allwyn’s press release celebrating the success of the training. Key indicators of success included:
Over 26,000 accounts and 15,000+ active users within 6 months of launch.
Positive feedback on content relevance and ease of use.
The Retail Training Centre has allowed us to have in-the-moment reporting on retailer training, compliance and potential areas of uncertainty. This allows us to build more impactful plans, curriculums and support to ensure our retail partners have access to whatever they need, whenever they need it.
Toby Freestone,
Retail Enablement Manager at Allwyn.
20,000+
stores actively using the platform 6-months post-launch.
4,000+
stores engaged in the first month.
Building on success.
Working with Sponge, Allwyn delivered engaging compliance learning to their network of up 26,000+ retail partners. The project delivered creative learning modules within a custom LMS, drawing on strategic collaboration, learning expertise, and technical excellence to engage retailers with compliance - whatever the size or type of their store.
The success of the 2024 compliance learning launch wasn't just a one-off achievement. Allwyn continues to work with Sponge, focusing on keeping the learning experience fresh and relevant through annual content updates.
This ongoing refinement ensures that the training continues to resonate with retailers across all store types while reflecting any changes in the regulatory landscape of The National Lottery.
No matter the question, no matter the department, the Sponge team are incredibly helpful. Without the collaborative effort between Allwyn & Sponge, the Retail Training Centre wouldn't be as successful as it is today.
