The Search

With increased pressure from major and emerging lottery brands, The Health Lottery was seeking a strategic agency partner to drive sustainable growth in paid digital channels while evolving its brand presence with both loyal and new audiences.

The GO! Network worked with Carly Troullis, Head of Marketing, and the wider team to define a brief focused on creative and media integration, deeper customer insight, and performance uplift across acquisition and subscription streams.

The ideal partner needed full-service digital capability across strategy, media planning, buying, and creative. Proven success in managing paid social, search, YouTube, and affiliate channels was essential, along with a clear understanding of compliance in regulated sectors. Experience in scaling performance for gaming or entertainment brands was also a key consideration.

Carly Troullis, Head of Marketing at The Health Lottery, commented:

“Working with The GO! Network has been a really positive experience. The team are proactive, knowledgeable, and took the time to understand our needs, consistently connecting us with agencies that were the right strategic and cultural fit.

The process felt efficient and well-managed from start to finish, and our Brand Partnerships Manager was incredibly supportive throughout.

The quality of the shortlisted agencies was strong, and we ultimately appointed a partner that not only understood our objectives but brought a strategic and creative approach aligned to our long-term goals.

They also felt like a great cultural fit, which was an important part of our decision.”

The Appointment

26PMX, part of digital agency 26 and performance group MSQ, will now lead The Health Lottery’s paid digital strategy across 2026.

The agency will manage planning, media buying, and creative execution, with a focus on unlocking new customer segments and driving sustainable ROI through methodical testing, performance data, and platform innovation.

Liam McNally, Managing Partner at 26PMX added:

10/10 - the brief was super clear, detailed, and the process allowed us to build genuine client connection. This opportunity really aligned to our capabilities.

The retained partnership will support The Health Lottery’s goal to grow Pay-As-You-Play (PAYP) game revenues by over 30%, and subscription sign-ups by 5%, while also introducing improved audience journey frameworks and creative testing strategies.

Darren Harsley, Head of Brand Partnerships at The GO! Network, commented:

“This was a detailed and high-stakes brief with performance at its core. The Health Lottery team had a clear ambition to evolve how they operate in digital, combining insight-led planning with creative agility and data-backed decisions.

We were proud to support a focused process that matched them with agencies who could deliver on all fronts—and 26PMX impressed with clarity, energy, and a clear roadmap for growth."

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