New Lottery podcast to quiz celebs on £200m question

National Lottery operator Allwyn is launching the third season of its Rich Beyond My Wildest Dreams podcast with eight episodes starring celebrity guests, including Paloma Faith, Matt Lucas and Mo Gilligan, asking them what they would do with a £200m EuroMillions win.

The new season aims to broaden the Lottery’s reach and deepen engagement with existing players, strengthening its role in popular culture. The podcast forms the backbone of a new campaign delivered with Allwyn’s long-standing media partner, Omnicom Media’s Hearts & Science.

Hearts developed the campaign to amplify the series and drive reach beyond the core podcast audience across social, digital and paid channels. The campaign spans 119 assets, with full episodes being supported by trailers, montage clips and image-carousel posts rolling out throughout summer, alongside six vox-pop style interviews.

New for this series, an always-on social media presence across platforms is managed by a dedicated social media manager. This content is backed by a hyper-targeted paid media strategy to reach both existing players and new audiences.

Allwyn UK marketing and brand director Steve Parkinson said: “Winning big is something we all fantasise about, and Rich Beyond My Wildest Dreams taps straight into that ‘It Could Be You’ energy that we love at The National Lottery.

“Seeing the podcast grow into an award-winning series has been hugely exciting, and season three is about amplifying everything listeners love about it – the humour, the honesty, and the imagination of spending your way through a £200m EuroMillions win. It’s a fantastic way to bring The National Lottery to life through amazing celebrity talent and brilliantly ambitious storytelling.”

Hearts & Science chief strategy officer Simon Carr added: “This year’s Rich Beyond My Wildest Dreams is a natural evolution of a campaign that has consistently punched above its weight.

“Series three’s guest line-up, an expanded asset suite, and the surge in video podcast consumption, give us the foundations to deepen The National Lottery’s cultural relevance while driving meaningful growth in its player base. This is exactly the kind of work that shows what a long-standing, trusted agency partnership can produce.”

The podcast is produced by Acast, and sees creator and presenter Sarel return as host. The new season increases the number of episodes from six to eight, including a new ‘best of’ episode.

Season three has a star-studded line-up and the first episode kicks off with singer, fashionista and unapologetic starlet Paloma Faith. Subsequent guests span some of the UK’s biggest entertainment names, including comedian Matt Lucas, actor Leyton Williams, and podcaster and presenter Nella Rose. The series also features duo Vicky Pattison and Angela Scanlon, hosts of the hit podcast Get A Grip.

Other guests include viral sensations Max Balegde and George Clarke from The Useless Hotline, along with comedy heavyweights from Man Like You — Mo Gilligan, Babatunde Aléshé and Eddie Kadi.

New episodes of Rich Beyond My Wildest Dreams are available on all major streaming platforms, including Spotify, Apple Podcasts and YouTube.