Allwyn UK has appointed Nikki Vadera to the newly created position of Director of Scratchcards. The National Lottery operator announced the hiring on July 1, 2026, to manage the scratchcards category.
Scope of the New Role
Vadera will hold full ownership of the scratchcards division, covering commercial performance, game design strategy, and brand development. She is tasked with leading retail execution across the business to support Allwyn’s growth plans. Before joining Allwyn, Vadera held senior positions at L'Oréal, Henkel, Danone, and Dorel, where she managed multi-brand portfolios and led category transformations.
Bridget Lea, managing director of retail at Allwyn, stated that scratchcards represent a key focus within the company's retail strategy. Lea noted that the appointment aims to turn ambition into real growth across the portfolio for retail partners and Good Causes. Vadera described the role as an opportunity to shape the future of the category through consumer understanding and commercial discipline.
The hiring follows a recent operational change at Allwyn. Last month, the company introduced a revamped version of the UK Lotto draw, providing players with two chances to win on each £2 line.