Katie Harbron Joins Allwyn as Director of Games to Drive National Lottery Growth
Allwyn has appointed Katie Harbron as Director of Games, reinforcing its focus on product leadership within the UK National Lottery, as it continues to refine its broader strategy following its withdrawal from the Novibet acquisition.
Harbron will report to Digital Managing Director Richard Dawkins and will oversee both draw-based and instant win products. Her remit includes responsibility for performance, product development and portfolio optimisation across the National Lottery’s core game categories.
The appointment forms part of Allwyn’s broader efforts to modernise the National Lottery, with a focus on evolving game design, strengthening digital engagement, and rolling out new retail infrastructure including its Wave terminal upgrade programme.
Product leadership under new licence
Allwyn assumed control of the UK National Lottery licence with a mandate to increase returns to Good Causes while maintaining participation across its player base.
Within this framework, the Director of Games role is positioned at the centre of product delivery. The role spans oversight of draw-based games and instant win products, ensuring performance and development are aligned with Allwyn’s operational priorities.
Harbron’s appointment adds dedicated leadership to this function, supporting the company’s approach to managing and optimising its product portfolio.
Background in product and operations
Harbron joins Allwyn from MrQ, where she served as Chief Product Officer. Prior to that, she held senior roles at Flutter, Sky Betting & Gaming and Tombola.
Her experience spans product development, live operations and content performance, with a track record of working across established online gaming brands.
This background brings a combination of product and operational expertise to Allwyn’s National Lottery structure, particularly across digital and game performance functions.
Richard Dawkins, Managing Director of Digital said, “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.”
Focus on digital and product development
Allwyn has identified digital engagement and product development as key components of its National Lottery strategy.
By appointing a Director of Games with a product-focused background, the company is reinforcing the role of product management within its operating model.
Harbron will work across draw-based and instant win verticals, contributing to the ongoing development and performance of the National Lottery portfolio.The appointment reflects Allwyn’s continued focus on product execution as it progresses through the current licence period, with digital channels and game development forming part of its long-term approach.
Source: allwyn
