Allwyn has expanded its shareholding in Instant Win Gaming (IWG) to secure full control of the eInstant lottery games developer.
The firm has acquired the remaining 30% of shares in IWG. The company first secured a 70% stake in the company in September 2024, having agreed to do so earlier that year.
Allwyn has lauded the takeover as expanding its own digital content capabilities, falling under the remit of the Allwyn Digital technology division set up in 2025.
The group also states that the acquisition will simplify its corporate structure and advance its growth strategy. Allwyn expects the transaction, which is subject to the usual closing adjustments, to be completed in Q1 2027.
The acquisition is the latest in a series of M&A developments surrounding Allwyn. Last year saw the firm acquire US daily fantasy sports (DFS) platform PrizePicks, followed by the merger with Greek betting company OPAP.
Allwyn takes a big sports betting step
An acquisition which has been eluding Allwyn for some time is that of a major sportsbook brand. An attempted majority acquisition of Greek firm Novibet’s shares was rejected by Greece’s competition regulator.
However, the firm still retains a portfolio of sportsbook brands, including the aforementioned OPAP but also Win2day in Austria and Sazka Bet in the Czech Republic.
To support further development of these brands, it has struck a deal with Swedish B2B betting technology firm Kambi. The deal encompasses sportsbook trading, pricing and risk management.
Allwyn projects that the sportsbook support will increase its costs in the “low-tens-of-millions” of euros from 2027. However, it believes this will be accounted for by savings in “segmental costs” over following years.
The company sees strong revenue growth prospects in sports betting.
“We are delighted to announce further progress in our strategy to own and manage key technology and content capabilities that enhance product innovation, differentiation and time to market, and support our ability to deliver a best-in-class customer proposition,” said Kresimir Spajic, Chief Executive Officer of Allwyn Digital.
“Our agreement with Kambi, leveraging its proven, scalable technology and deployment expertise to bring our sportsbook platform in-house, represents an important step in that strategy, giving us greater freedom to evolve our offering, tailor products to individual brands and markets, and build a scalable foundation to accelerate future growth.”
