Charles Garland, former global chief executive of Syco Entertainment, has joined the advisory board for the bid to run the UK National Lottery. The board is led by Sir Keith Mills and aims to widen the lottery’s appeal to consumers. Sazka, a pan-European lottery and gaming giant, has stated that Garland will provide expertise to overhaul the lottery’s marketing strategy and improve brand engagement. The lottery has lost 8.5 million players in recent years, and the board intends to bring back those players by adapting to changes in customer behavior and making the lottery fun and exciting again. Other members of the advisory board include Lastminute.com founder Brent Hoberman and former J Sainsbury plc chief executive Justin King. Sazka Group, which operates lotteries in several countries, plans to bid for the UK National Lottery licence when it expires in 2023.
Former Syco Chief Garland Joins National Lottery Bid Team of Sazka Group
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