Allwyn executes group-wide rebrand after UK National Lottery licence success

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Allwyn Group, named as the preferred bidder for the fourth UK National Lottery licence, has completed its group-wide rebrand and corporate identity change.

Last December, the Czech-based conglomerate announced its rebrand from Sazka Entertainment to Allwyn in an “effort to reposition as a global business”.

Three months later, Allwyn won the hotly-contested fight to be awarded the fourth National Lottery licence, a decision which has seen current incumbents Camelot take the UK Gambling Commission to High Court to protest the ruling.

Nonetheless, Allwyn has executed its rebrand, one that was deemed necessary to reflect the firm’s leading European lotteries portfolio of Sazka (Czech Rep), OPAP (Greece and Cyprus), Lotteries Austria and Lotto ‘Gioco’ Italia and further global ambitions.

Updating stakeholders, corporate governance announced that the group’s four core business units had successfully rebranded to Allwyn.

Robert Chvátal, Allwyn CEO, commented: “We have decided to rename our key entities’ legal names to align with our new Allwyn brand. Please note that only the legal names were changed.

“The ownership structure, the holding structure and the activities of the companies remain the same. Our games will continue to be offered under the iconic local brands which our customers love.”

As such, Switzerland-based management company SAZKA Entertainment AG has transferred its identity to Allwyn AG.

The firm’s European lotteries portfolio (except the UK) will be managed as Allwyn International AS – headquartered in the Czech Republic.

Meanwhile, Sazka’s legacy Czech gambling business will be housed under the Allwyn CZ domain.

The group’s UK arm, which is set to take the stewardship of the National Lottery in 2024, will operate as Allwyn Services UK Ltd.