Steve Parkinson, formerly of Bauer Media, has been appointed as the brand and marketing director for the Allwyn UK business. He starts the role immediately after leaving Bauer in December following a 16-year tenure. Bauer Media is well known in the UK for operating numerous radio stations and magazines.
At Bauer, Parkinson held various senior positions, including chief strategic partnerships and events officer and group managing director for national brands. Before working at Bauer, he also had experience at Emap Radio, Chrysalis Music Group, and Metro Radio.
Parkinson’s departure from Bauer was announced in a LinkedIn post, where he expressed gratitude for his time at the company. Allwyn’s decision to hire Parkinson comes as the company prepares to take over the UK National Lottery next month from Camelot, who has been operating the lottery since its launch in 1994.
Allwyn has been expanding its UK team, bringing on Mark Hughes as chief security officer and recent additions to Allwyn’s UK leadership team, including Andria Vidler as CEO and Alan Artz as chief financial officer. Other key figures appointed include Lotto NZ CEO Chris Lyman as chief operating officer and Mark Smith as chief technology officer.
This development comes as International Game Technology (IGT) has withdrawn its legal challenge over the decision to award the National Lottery license to Allwyn. Camelot, another party to challenge the decision, also dropped its legal bid in September 2022. Allwyn will officially begin operating the National Lottery on 1 February, replacing Camelot as the lottery operator.