Sazka creates Allwyn to boost UK market presence in National Lottery bid

Sazka Group has established Allwyn to boost its presence in the UK market as it bids to take control of the fourth UK National Lottery licence.
Image source: Allwyn

Sazka Group has established Allwyn, a new British corporate identity that will bring together parts of its UK operations under a single brand, to boost its presence in the country’s market as it bids to take control of the fourth UK National Lottery licence.

Allwyn joins a roster of brands across Europe where Sazka provides lottery operations, including in the Czech Republic, Greece, Cyprus, Italy, and Austria.

Commenting on the announcement, Allwyn’s Bid Advisory Board Chair Sir Keith Mills stated: “At Allwyn, as part of Sazka Group, we make lotteries better so that they can serve as a force for good. We often do this by bringing the fun back to lotteries that have lost their spark, while always safeguarding our players – ensuring sustainable growth and more money to good causes along the way.

“We bring a fresh perspective to lotteries, one that is powered by vast experience in different consumer environments. With innovative partners still to come on board, an experienced steward in Sazka Group – Europe’s leading lottery operator – and an impressive advisory board that includes Justin King and Brent Hoberman, Allwyn is building an exciting future proposition for the UK market.”

As part of its launch, Allwyn is announcing the appointment of Amanda Horton-Mastin, who spent over 20 years at Comic Relief and is the current CEO of Semble, to its bid advisory board. She joins Justin King CBE, Brent Hoberman CBE, and Charles Garland under the leadership of Allwyn Bid Chair Sir Keith Mills.

Commenting on her appointment, Horton-Mastin said: “I am really excited about the role that Allwyn can play in helping the National Lottery support the UK to rebuild after the long-term effects of the pandemic. The National Lottery and its distributors have an excellent record of funding vital projects all across the UK both in communities and in the arts, sports and heritage sectors.

“Growing support for Good Causes is a driving force for me and all the team at Allwyn and, with Sazka Group’s digital expertise and innovative approaches, there will be excellent opportunities for developing the future Good Causes proposition in the UK.”

Sazka’s Allwyn is competing against current National Lottery operators Camelot, Italy’s Sisal, and India’s Sugal & Damani in the Fourth National Lottery licence competition, which is being run by the UK Gambling Commission.

Sazka Group’s CEO Robert Chvátal added: “I’m extremely proud of our success across Europe and I’m hopeful of continuing this journey in the UK by supporting the creation of Allwyn for the UK market.

“Since 2013, our track record has spoken for itself: huge sales growth, more people playing, billions back to governments for good causes, and a robust approach to player protection. Allwyn can bring the same sort of innovative thinking and success to the UK.”

The Allwyn brand has been created in collaboration with North, a London based agency that specialises in building transformational brand identities.

North’s Director explained the creative thinking behind Allwyn: “The name Allwyn was inspired by an old Anglo-Saxon word meaning wise friend or guardian. And of course, the two parts to the name also suggests making something better for everyone.

“The lowercase contemporary visual expression of Allwyn is confident and bold, a strong and true representation of an organisation driven by innovation and technology.”