Traditionally retail, it is easy to forget that lottery is yet another gaming vertical that is gradually tapping into digital – leveraging the ease of access and all accompanying quality of life improvements that come with it.
Since taking on the 10-year licence of the UK National Lottery, Allwyn UK has rolled out the biggest update in the lottery’s history, introducing major revamps to both its retail and digital segments.
Such a massive digital transformation, however, wouldn’t have been possible without the technological know-how and prowess of Allwyn Digital – a specialty division founded in 2025 dedicated to supplying all Allwyn brands with state-of-the-art tech support.
Ahead of his appearance at SBC Summit Lisbon, SBC Media spoke with Kresimir Spajic, Chief Executive Officer of Allwyn Digital, to learn more about the digital-focused investments of the gaming multinational.
Lottery Daily: What are some of the leading technologies that are driving iGaming today? How is Allwyn incorporating them?
Kresimir Spajic: The most important technologies are the ones that improve the player experience and help operators make better decisions.
Data and analytics allow us to understand behaviour more effectively and deliver more relevant content and recommendations. AI can support personalisation, churn prediction, fraud detection, customer support, efficiency and player protection.
Cloud and platform architecture make it easier to scale products across markets and introduce new features faster. For Allwyn, the focus is not technology for its own sake; it is using proprietary platforms, data and AI to create better UX, faster product development and more responsible engagement across regulated markets.
How different are your digital strategies from market to market?
The strategy is consistent, but execution has to be local.
We are building a shared technology and product model, but every market has different regulation, player behaviour and product maturity. That is why the opportunity is not to force one product everywhere, but to build reusable capabilities that can be adapted market by market.
We already have strong complementary positions across Europe, including Austria, Cyprus, Czechia and Greece, and we are building in North America through PrizePicks and the Illinois Lottery. The common thread is industry expertise, regulated-market discipline, stronger digital product capability and the ability to scale what works.
How has online gambling progressed over the last 20 years since you first started engaging with the vertical?
The last 20 years have transformed online gambling from a relatively simple transactional product into a sophisticated digital entertainment ecosystem. The biggest shift is that players now expect the same quality of experience they get from other digital platforms: mobile-first access, intuitive design, personalisation, community and richer content. That’s why operators need stronger technology, better data and faster product development.
At Allwyn, we see this very clearly in the shift toward digital channels. Online NGR represented 37% of total NGR in 2025, and pro forma for PrizePicks and other interests it was 52%. So, this is no longer a side channel, it is central to how the industry is evolving.
You’ll be speaking at SBC Summit Lisbon this September. What can you say about the speaker selection on your panel?
I’m excited to be part of the Super CEO Panel because it brings together operators with different perspectives on the same fundamental question: where does growth come from next? The industry is at a fascinating point.
Technology, regulation, capital allocation and consumer expectations are all changing quickly, and those shifts are creating both opportunities and pressure. I’ll be bringing Allwyn’s perspective as a lottery-led gaming entertainment group that is investing behind digital, data and responsible innovation, while staying disciplined about where and how we grow.
To read the full interview, click here.
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SBC Summit is one of the world’s largest gatherings of betting and gaming professionals. Taking place in Lisbon, Portugal, from 29 September-1 October, the event will bring together 40,000 attendees from across the international industry.
The event encompasses three days of learning, networking, and discussion, alongside a major exhibition featuring leading brands from around the globe.
For more information and tickets, visit sbcevents.com/sbc-summit.