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Allwyn

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uuid00005rp

Namestring
Allwyn
Legal namestring
Allwyn Entertainment Ltd
Websiteurl
allwyn.co.uk
Company typeenum
Public
Founded yearint
2021
Descriptiontext

Allwyn is the UK operating subsidiary of Allwyn AG, a multinational lottery and gaming group controlled by Czech conglomerate KKCG (95.73% ownership as of August 2025). On 1 February 2024, Allwyn UK took over as operator of The National Lottery under the exclusive 10-year Fourth Licence from the Gambling Commission, ending Camelot's 30-year tenure. The company runs a multi-product lottery platform spanning draw-based games (Lotto, EuroMillions, Set For Life, and the upcoming UK Powerball cross-jurisdictional expansion), Instant Win / Scratchcards (including licensed games tied to Deal or No Deal and I'm A Celebrity), and a digital scratchcard dispenser pilot at Asda. Underlying this is the £450m National Lottery Fourth Licence platform — completed in Q1 2026 — which migrated 18 million player records and over three billion historical transactions onto a modernised digital-first stack including the new Wave in-store terminal (30,000+ units being rolled out), a proprietary two-round Lotto draw engine, and AI/ML-driven player protection analytics integrated with Experian financial vulnerability data.

Allwyn makes money primarily through transaction-fee revenue on ticket and scratchcard sales (Lotto £2/line, EuroMillions £2.50/line, Powerball £4/line, Scratchcards £1–£5), distributed via a 43,500-strong UK retail estate, the national-lottery.co.uk website and mobile apps, and a growing quick-commerce network (Snappy Shopper, Scoot, Gopuff). Returns are split with the 12 National Lottery Distributors under the Fourth Licence model, aligning operator incentives with Good Causes funding (~£33m weekly). Following the €16bn all-share merger with OPAP (completed Q1 2026) and the $1.6bn acquisition of a 62.3% stake in US daily fantasy sports operator PrizePicks (September 2025), the combined Allwyn AG group reported over $10bn in 2024 revenue, operates across the UK, Greece, Cyprus, Austria, the Czech Republic, and the US, and is the world's largest listed lottery operator. The group is listed on the Athens Stock Exchange (ATHEX: ALLWYN; US OTC: GOFPY) and is evaluating secondary listings in London or New York.

Short descriptiontext

Allwyn is the UK subsidiary of Allwyn AG that operates The National Lottery under a 10-year Fourth Licence (since Feb 2024), serving 30 million players across 43,500 retail outlets and digital channels, and following the €16bn OPAP merger and PrizePicks acquisition forms the world's largest listed lottery operator.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
11–50
akta.pro rankint
HeadquartersLondon, United Kingdom
HQ citystring
London
HQ countrystring
United Kingdom
HQ regionstring
Europe
Markets served

Serves global market

Offices10 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
national lottery operations, draw-based games, instant win scratchcards, digital lottery platform, responsible gambling
Industry3 codes
PRIMARYMPAEAFAA
Lottery Operators (Government & Private Licensed)
SECONDARYMPAEAFAE
Draw-Based Lottery Management (Number Games, Keno as Lottery)
SECONDARYMPAEAFAD
Digital Lottery & iLottery Platforms (Web/App)
NAICS code1 code
  • Gambling Industries7132
Product category
National Lottery Operations
Social media profiles1 record
GTM motion5 records

Each record includes

Type, Description, Source

Revenue model6 records
1National Lottery draw-based game sales (Lotto, EuroMillions, Powerball, Set For Life)
TypeTransaction Fee
Description

Per-line retail and digital ticket sales for draw-based games at fixed unit prices (Lotto £2/line; Lotto HotPicks £1; Powerball £4/line in UK; EuroMillions £2.50/line). Revenue shared with the 12 National Lottery Distributors under the Fourth Licence model, with the operator's incentive and Good Causes returns closely aligned.

allwyn.co.uk
2Instant Win / Scratchcard sales
TypeTransaction Fee
Description

Sale of National Lottery Scratchcards (prices ranging £1 to £5) via 43,500 retail stores, online, and quick-commerce delivery platforms (Snappy Shopper, Scoot, Gopuff). Includes the £5 Deal or No Deal licensed Scratchcard (first in 5 years, top prizes up to £1.5m) and Zoo 55 I'm A Celebrity Instant Win Game.

allwyn.co.uk
3US Daily Fantasy Sports (PrizePicks) revenue
TypeTransaction Fee
Description

Revenue from PrizePicks, the largest US daily fantasy sports operator in which Allwyn acquired a 62.3% majority stake for $1.6bn (Sep 2025); PrizePicks generated $339m Adjusted EBITDA on >60% YoY revenue growth for the 12 months to June 2025. Enterprise value could rise to $4.15bn if performance metrics are met over three years.

reuters.com
4Online sports betting and iGaming (post-OPAP)
TypeTransaction Fee
Description

Online sports betting and iGaming revenue via the OPAP Greek business (€9bn / ~$18bn all-share merger closed Q1 2026) and explored through the collapsed Novibet (Logflex MT Holding) acquisition (51% stake agreed Jan 2025, later withdrawn). Combined entity is the world's second largest gaming company by revenue (>$10bn in 2024) and largest listed lottery operator globally.

igamingbusiness.com
5Sponsorship, brand and commercial partnerships
TypeAdvertising
Description

Multi-year global F1 partnership (renewed in 2026), McLaren F1 Team partnership, Karlovy Vary Future Frames, Glasgow 2026 Commonwealth Games, Women's Rugby World Cup 2025, ITV, Channel 4, Ant & Dec's Saturday Night Takeaway, and other sports/entertainment sponsorships that generate brand, marketing and community value (Allwyn League F1 Predict integration; F1 Global Community Awards across 8 GPs).

allwyn.co.uk
6Annual £1 million Social Value Fund
TypeSubscription Recurring
Description

Ring-fenced £1m per year allocated to social value initiatives (volunteer programmes, ChangeMakers athlete grants, Local Retail Champions, F1 Global Community Awards) — additional to National Lottery funding distributed by the 12 National Lottery Distributors.

allwyn.co.uk
Marketing channels12 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels8 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components6 values
Technology or R&D, Marketing or Sales, Operations, Personnel, Supply Chain, Infrastructure
Pricing details5 tiers
1Lotto draw-based game — £2 per line
ModelUnit PricingBilling cadencePay-as-you-go
Notes

£2 per line; new two-round format launched 7 June 2026 doubles chances to win (odds improve from 1-in-9.3 to 1-in-4.9); jackpots start at £2m and roll up to five times before must-be-won draws.

allwyn.co.uk
2Lotto HotPicks add-on — £1 per line
ModelUnit PricingBilling cadencePay-as-you-go
Notes

£1 per line add-on game; moved to new two-round format alongside Lotto on 7 June 2026.

allwyn.co.uk
3Powerball UK — £4 per line
ModelUnit PricingBilling cadencePay-as-you-go
Notes

UK launch later in summer 2026 (subject to regulatory approval); $2 ticket price equivalent (US price) translates to £4 per line in the UK; payouts in pounds and jackpots paid over 30 years; shared jackpot pool with US players; odds unchanged at 1-in-292.2m.

usnews.com
4EuroMillions draw-based game — £2.50 per line
ModelUnit PricingBilling cadencePay-as-you-go
Notes

£2.50 per line; pan-European game; recent £181m UK jackpot (March 2026) and £126m three-way UK/France jackpot (April 2026).

independent.co.uk
5National Lottery Scratchcards — £1 to £5
ModelUnit PricingBilling cadencePay-as-you-go
Notes

Instant-win scratchcards priced £1, £2, £3, £4 and £5 tiers; includes the £5 Deal or No Deal licensed Scratchcard (top prizes up to £1.5m).

allwyn.co.uk
GTM typeB2C
B2C
Offering typeServices
Services
Brand1 of 2 records shown
1The National Lottery
Description

UK national lottery operated under the Fourth Licence by Allwyn Entertainment Ltd since 1 February 2024; includes draw-based games (Lotto, EuroMillions, Set For Life) and Scratchcards.

allwyn.co.uk
+1 more record
Core offering1 text field

Allwyn operates The National Lottery in the UK under a 10-year Fourth Licence from the Gambling Commission (Feb 2024 – Feb 2034), selling draw-based games (Lotto, EuroMillions, Set For Life, Powerball) and Instant Win / Scratchcards through a 43,500-store retail estate, the national-lottery.co.uk website and mobile apps, supermarket self-checkouts and quick-commerce delivery platforms. The portfolio extends internationally via the merged OPAP Greek lottery business, a 62.3% majority stake in US daily fantasy sports operator PrizePicks, the Allwyn Hellas retail and virtual sports network, and an operating partnership with the Illinois Lottery.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 of 9 values shown
  • £450m National Lottery tech upgrade completed in Q1 2026; 18m player records and 3bn+ historical transactions migrated; 30,000+ Wave terminals being rolled out.
+8 more records
Product overview1 text field

Allwyn operates a multi-product lottery and gaming platform rather than a single unified product, organised as a platform-plus-modules architecture. The UK business centres on The National Lottery brand under a 10-year Fourth Licence (held from 1 February 2024) and is composed of a flagship draw-based games module — Lotto (recently relaunched with a new two-round format), EuroMillions, Set For Life, and the upcoming UK Powerball — plus an Instant Win / Scratchcards module (including Lotto HotPicks and licensed themed games like Deal or No Deal and I'm A Celebrity…). These game modules are delivered through three primary channels: the digital National Lottery website and mobile apps, a 43,500-store retail estate powered by Allwyn's next-generation Wave terminals, and innovative last-mile delivery partnerships (Snappy Shopper, Scoot, Gopuff, Asda's digital Scratchcard dispenser). The platform is supported by a series of cross-cutting capabilities including the digital direct-to-bank Prize Payment Solution, the Operation Guardian age-verification programme, the Retail Training Centre, and the Participant Protection system (data, ML, and player-intervention workflows). Marketing and brand work for The National Lottery is delivered through Studio 59 (the in-house creative and content studio launched April 2026), with external agencies VCCP, Leo Burnett, and Hearts & Science. Beyond the UK, the Allwyn group portfolio includes the recently merged Greek OPAP / Allwyn Hellas lottery operations, a majority stake in US daily fantasy sports operator PrizePicks, a planned 51% stake in Novibet (later withdrawn), and a global Formula 1 partnership anchored by the Allwyn League gamification module and the F1 Allwyn Global Community Award CSR programme.

Product and service14 records
1The National Lottery (UK)
CategoryCore licensed lottery brand
Description

Allwyn UK's core licensed brand and operating business, awarded the Fourth National Lottery Licence on a 10-year term from 1 February 2024; encompasses all draw-based games, scratchcards, retail and digital channels, and the Good Causes funding mechanism that returns around £33m every week to National Lottery-funded projects.

2Lotto
CategoryDraw-based lottery game
Description

Flagship twice-weekly draw game (£2 per line) held on Wednesday and Saturday evenings at 8pm, relaunched on 7 June 2026 with a new two-round format giving players two chances to win from a single ticket and improving overall prize odds from 1-in-9.3 to 1-in-4.9; jackpots start at £2m and roll over up to five times before a must-be-won draw.

3EuroMillions
CategoryDraw-based lottery game
Description

Pan-European multi-jurisdiction draw game operated by Allwyn as the UK National Lottery licensee at £2.50 per line; creates some of the UK's largest lottery wins, including a £181m single-ticket win in March 2026 and £126m shared between UK and French ticket-holders in April 2026.

4Set For Life
CategoryDraw-based annuity lottery game
Description

National Lottery annuity draw game with a recurring monthly prize format; marketed by Allwyn with the 'Win on Repeat' campaign created by VCCP and Hearts & Science.

5UK Powerball
CategoryCross-jurisdictional draw-based lottery game
Description

UK-specific adaptation of the US Powerball game launching under an agreement between the Multi-State Lottery Association (MUSL) and Allwyn UK, giving UK players access to the same jackpot as US players at £4 per line; payouts in pounds, jackpots paid over 30 years; subject to UK Gambling Commission approval, expected summer 2026.

6National Lottery Scratchcards and Instant Win Games
CategoryInstant win / scratchcard lottery product
Description

Physical Scratchcards sold across the 43,500-store retail estate and complementary online Instant Win Games at £1–£5 price tiers; includes £5 Deal or No Deal (first in 5 years; top prizes up to £1.5m), I'm A Celebrity-themed Zoo 55 Instant Win Game, and Musical Scratchcards; also distributed through on-demand delivery partnerships with Snappy Shopper, Scoot, Gopuff and Asda's digital dispenser pilot.

7National Lottery website and mobile apps
CategoryDigital channel / player experience platform
Description

Digital-first player experience for buying tickets, managing accounts, viewing results and accessing responsible play tools; underwent a major upgrade over 24–25 January 2026 as part of Allwyn's broader transformation programme.

8Wave National Lottery Terminals
CategoryRetail hardware / lottery terminal
Description

Next-generation state-of-the-art in-store terminals underpinning the National Lottery retail experience; Allwyn began scale rollout of over 30,000 units in August 2025 following the £450m platform upgrade, hitting a halfway milestone of more than 22,000 installations by October 2025.

9Digital Prize Payment Solution
CategoryPayment / fintech product
Description

Direct-to-bank payment technology launched in January 2025 that delivers National Lottery retail prizes between £500.01 and £50,000 to players' bank accounts; had paid over £15m to 10,000+ mid-tier winners by July 2025.

10Operation Guardian
CategoryCompliance / player protection programme
Description

Mystery-shopper and retailer knowledge-check programme launched in May 2024 to help retail partners sell The National Lottery more safely; recorded a 93.5% age-verification pass rate in January 2026 and underpins Allwyn's safer-retail commitments.

11National Lottery Retail Training Centre
CategoryRetail training platform
Description

Digitally-led retailer training platform launched in March 2024; over 7,000 independent retail partners had signed up by the end of March 2024, with continuous growth thereafter.

12Studio 59 (in-house creative and content studio)
CategoryIn-house creative and content studio
Description

Allwyn's in-house creative and content studio for The National Lottery, opening in April 2026, designed to operate with a 'newsroom mentality' and complement external creative agencies VCCP and Leo Burnett and media agency Hearts & Science.

13PrizePicks
CategoryDaily fantasy sports / acquired brand
Description

Largest daily fantasy sports operator in the United States, in which Allwyn acquired a 62.3% majority stake for an initial $1.6bn cash consideration (enterprise value up to $4.15bn if performance metrics are met); operates as a standalone brand within Allwyn while retaining its existing leadership team.

14OPAP (Allwyn Hellas)
CategoryAcquired Greek lottery and gaming operator
Description

Greek lottery and gaming operator merged into Allwyn via a €16bn all-share combination completed in 2025; Allwyn's Greek operations include OPAP, the Allwyn Hellas retail network of 3,000 venues running Inspired Entertainment's Soccer 3.6, and the Joker draw.

Scale indicator19 records

Each record includes

Type, Value, Description, Source

Partnership32 partners
Strategic tierMinorTypeOthersAnnounced on2026-06-25
Description

Won the F1 Allwyn Global Community Award at the Formula 1 Lenovo Austrian Grand Prix (Spielberg, 25 June 2026) — received €100,000 from Allwyn to fund mentoring for an additional 35 youths in Graz with a focus on STEM and motorsport-adjacent careers.

Strategic tierMinorTypeGTM or Marketing PartnerAnnounced on2026-06-09
Description

Developed the 'Two Yolks: Lotto's Luckiest Café' London brunch pop-up at Old Queen Street Café, Westminster (12–13 June 2026), bringing the 'two chances to win' concept to life through food, prizes and merchandise.

Strategic tierMinorTypeChannel Partner/ Reseller/ DistributorAnnounced on2026-06-03
Description

National Lottery Scratchcards go 'on-demand' via the Scoot rapid grocery delivery partnership — customers can add Scratchcards to orders for delivery to their door in as little as 30 minutes.

Strategic tierMinorTypeOthersAnnounced on2026-05-22
Description

Won the 2026 F1 Allwyn Global Community Award at the Formula 1 Lenovo Grand Prix du Canada (first 2026 winner) — received €100,000 from Allwyn to expand food recovery and education programmes addressing food insecurity in Montreal and Canada.

Strategic tierMinorTypeGTM or Marketing PartnerAnnounced on2026-04-21
Description

Allwyn is a partner of the Karlovy Vary International Film Festival's Future Frames program for emerging European filmmakers, alongside UTA and Range Media Partners. The program showcases 10 emerging directors with industry meetings, awards, a scholarship to LA and a wildcard entry into Les Arcs Industry Village.

Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2026-04-15
Description

Powerball to expand to the UK via agreement between MUSL (which runs Powerball in the US) and Allwyn UK (operator of the UK National Lottery), pending UK Gambling Commission approval. UK players can participate in the same Powerball jackpot as US players starting summer 2026; $2 ticket price equivalent (£4 per line in UK), payouts in pounds, jackpots paid over 30 years, odds unchanged at 1-in-292.2m.

Strategic tierMinorTypeGTM or Marketing PartnerAnnounced on2026-04-10
Description

Partnership to expand local volunteering and community impact via Watford FC's Community Sports and Education Trust.

Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2026-03-27
Description

Renewed multi-year global commercial partnership with Formula 1 (F1 claims it reached 827 million fans in year one). Allwyn gains enhanced brand visibility during formation laps at selected races, is integrated into the F1 Predict platform via the 'Allwyn League', and is doubling its F1 Global Community Awards initiative to reach eight charities across eight Grand Prix locations in 2026.

Strategic tierMinorTypeImplementation/ SI/ Consulting PartnerAnnounced on2026-03-17
Description

Creative Engineers launched as a hands-on marketing consultancy with Allwyn (operator of The National Lottery) among its three founding clients. Founded by Helen Weisinger, Niall McKinney, Morgan Cox and Cressida Laing, the firm helps organisations redesign how content is produced, governed and scaled through AI integration.

Strategic tierCoreTypeTechnology or IntegrationAnnounced on2026-03-06
Description

Inspired Entertainment × Allwyn Hellas launched Inspired's Virtual Sports product Soccer 3.6 across 3,000 retail venues in Greece, with Bet Builder functionality and bespoke enhancements aimed at increasing player engagement.

Strategic tierMinorTypeChannel Partner/ Reseller/ DistributorAnnounced on2026-01-22
Description

Allwyn × Gopuff partnership brings The National Lottery to customers' doorsteps via Gopuff's instant-needs delivery platform.

Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2026-01-21
Description

Allwyn UK named Official Volunteer Learning & Development Partner for the Glasgow 2026 Commonwealth Games, with £1m investment from its Social Value Fund to support training for over 3,000 volunteers (23 July – 2 August). Ambassadors Eilidh Doyle and Fin Graham; Allwyn employees also joining the volunteer team.

Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2025-11-19
Description

Allwyn partnership with the McLaren F1 Team launched the world's first scratchable race car ('Scratch Car') in Las Vegas in celebration of the Grand Prix. Fans can win a visit to the McLaren Technology Centre in the UK by scratching panels on the car or playing virtually online.

14John Langdon Down Foundation (Mexico)
Strategic tierMinorTypeOthersAnnounced on2025-10-23
Description

Won the F1 Allwyn Global Community Award at the Mexico Grand Prix, receiving €100,000 from Allwyn to support education, care and social inclusion programmes for children with Down Syndrome and their families.

globenewswire.com
Strategic tierMinorTypeOthersAnnounced on2025-10-16
Description

Won the inaugural US F1 Allwyn Global Community Award (Austin, Oct 2025) and received a €100,000 donation from Allwyn to support STEM programmes for girls in Austin.

Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2025-10-13
Description

Allwyn and OPAP announced a €16 billion all-share merger to create the world's largest listed lottery operator and the world's second largest gaming company by revenue (>$10bn in 2024). The combined group is pursuing a dual listing (Athens Stock Exchange and a secondary listing in London or New York). The merger creates advanced technology, content, digital and innovation capabilities with a focus on responsible gaming.

Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2025-09-22
Description

Allwyn acquired a 62.3% majority stake in PrizePicks, the largest daily fantasy sports operator in the United States, for $1.6bn cash (enterprise value could reach $4.15bn on performance milestones). PrizePicks operates as a standalone brand within Allwyn with its existing leadership team retained; $339m Adjusted EBITDA on >60% YoY revenue growth (12 months to June 2025).

Strategic tierCoreTypeImplementation/ SI/ Consulting PartnerAnnounced on2025-07-25
Description

Allen & Overy Shearman Sterling advised on a €2.15 billion financing for Allwyn, supporting the group's capital structure and acquisition financing activities.

19ITV
Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2025-06-27
Description

Allwyn partnered with ITV to celebrate The National Lottery's impact on women's football and support the FA's Big Football Day — campaign highlights that over £6bn has been raised for grassroots sports.

Strategic tierMinorTypeGTM or Marketing PartnerAnnounced on2025-06-05
Description

Allwyn supported an enhanced volunteer training programme for the Women's Rugby World Cup 2025 through its Social Value Fund — two-thirds female participation, designed to prepare participants for their roles while fostering a lasting legacy for the event.

Strategic tierCoreTypeChannel Partner/ Reseller/ DistributorAnnounced on2025-02-28
Description

Allwyn × Aldi deal brings National Lottery to self-checkout terminals across all UK Aldi stores (1,050+) — making Aldi the first UK supermarket to offer this. Rollout completed by spring 2025.

Strategic tierCoreTypeChannel Partner/ Reseller/ DistributorAnnounced on2025-02-03
Description

Allwyn × Asda pilot of an innovative hi-tech digital dispenser for National Lottery Scratchcards — the first change to how National Lottery Scratchcards are bought in 30 years.

23MFG
Strategic tierCoreTypeChannel Partner/ Reseller/ DistributorAnnounced on2024-11-12
Description

Allwyn equipped over 300 new MFG sites with The National Lottery in its biggest terminal installation project to date (Nov 2024).

allwyn.co.uk
Strategic tierCoreTypeTechnology or IntegrationAnnounced on2024-09-01
Description

Vodafone and Allwyn UK finalised an agreement (April 2023) to upgrade the technology underpinning the new UK National Lottery licence launching in February 2024. Vodafone is Allwyn's connectivity partner for the Fourth Licence tech platform.

Strategic tierCoreTypeChannel Partner/ Reseller/ DistributorAnnounced on2024-07-30
Description

Allwyn × Snappy Shopper partnership enables independent National Lottery retailers to sell Scratchcards online via the Snappy Shopper home delivery platform — a first for The National Lottery. Expanded to 172+ local retailers (April 2025).

Strategic tierMinorTypeGTM or Marketing PartnerAnnounced on2024-03-28
Description

National Lottery team up with Channel 4 to give a peek behind the scenes as British track and field hopefuls approach the Paris 2024 Olympic & Paralympic Games.

27Purple (disability inclusion)
Strategic tierMinorTypeImplementation/ SI/ Consulting PartnerAnnounced on2024-01-01
Description

Allwyn works with Purple (a leading advocate for improving the customer experience for disabled people) to remove barriers for customers with disabilities — enhancing physical and online environments, policies, and practices for a more inclusive National Lottery experience.

allwyn.co.uk
Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2023-09-14
Description

Hearts & Science appointed as Allwyn UK's preferred media agency partner for the Fourth National Lottery Licence. Jointly executes media strategy and buying for major campaigns including the new Lotto launch ('It could be you, and it could be you...').

Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2023-07-03
Description

Leo Burnett appointed (jointly with VCCP) as creative advertising agency for The National Lottery from 2024. Delivered 'Paris 2024' as Leo Burnett's first major strategic work for Allwyn, in collaboration with Hearts & Science.

Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2023-07-03
Description

VCCP appointed (jointly with Leo Burnett) as creative advertising agency for The National Lottery from 2024. Created the new Lotto launch campaign ('It could be you, and it could be you...') supporting the 'one ticket, two chances to win' proposition.

31Cohn Robbins Holdings Corp.
Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2022-01-21
Description

Earlier NYSE-listing partnership via SPAC with Cohn Robbins Holdings Corp. as part of Allwyn's evolution to a publicly-listed global lottery-led entertainment platform.

linkedin.com
32Made By Sport
Strategic tierMinorTypeGTM or Marketing PartnerAnnounced on2021-08-23
Description

Allwyn × Made By Sport partnership launching the #PoweringGoodTogether campaign to raise awareness and funding for grassroots sports clubs and organisations across the UK.

allwyn.co.uk
Recent move9 records

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Date, Type, Title, Description, Source

Expansion highlight7 records

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Type, Description

Peers10 records
TypeDirect peer
Description

Camelot was the previous operator of The National Lottery (Third Licence, 1994–2024) and is Allwyn's direct predecessor. Directly comparable as the UK national lottery operator with the same games portfolio, retail network and Good Causes funding mechanism.

TypeDirect peer
Description

France's national lottery operator, listed on Euronext Paris. Most directly comparable European peer — operates Lotto, draw-based games, and scratchcards under a regulated national licence, with similar Good Causes funding model and digital transformation programme.

TypeDirect peer
Description

Operates Italy's Lotto and scratchcard games, plus sports betting and online gaming. Directly comparable as a national lottery operator in a major European market with multi-channel retail and digital distribution.

TypeBroad incumbent
Description

Major lottery technology provider and operator with global lottery systems, instant tickets and draw games. Comparable as both a lottery technology supplier and competitor in select US/European markets where IGT provides full operating services.

TypeBroad incumbent
Description

Provides lottery systems, instant games and sports betting technology globally (formerly Scientific Games). Comparable as a lottery infrastructure and instant-game supplier serving similar regulators and operators worldwide.

TypeBroad incumbent
Description

Global online sports betting and gaming group (FanDuel, Paddy Power, PokerStars). Comparable as a major global gaming operator with both B2C lottery-adjacent and DFS/betting products, particularly relevant as Allwyn expands into US DFS via PrizePicks.

TypeBroad incumbent
Description

Global sports betting and gaming operator (Bet365, Ladbrokes, Coral, bwin, PartyPoker). Comparable as a regulated multi-channel gaming operator with online and retail distribution, relevant to Allwyn's failed Novibet expansion and broader sportsbook ambitions.

TypeDirect peer
Description

Leading US online sports betting and daily fantasy sports operator. Directly comparable to PrizePicks (Allwyn's 62.3%-owned subsidiary) as a US DFS and OSB operator, and to Allwyn's broader North American expansion strategy.

TypeOthers
Description

Supplier of instant lottery tickets, pull-tab games, and lottery marketing services to North American and European lotteries. Comparable as a key B2B supplier in the same lottery ecosystem Allwyn operates in, including scratchcard production technology.

TypeDirect peer
Description

Czech national lottery operator and the original Allwyn group company (renamed from SAZKA Entertainment AG to Allwyn AG). Directly comparable as a national lottery operator within the same parent group, now folded into Allwyn AG.

Market position
Strengths5 records

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Headline, Details, Source

Weaknesses5 records

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Headline, Details, Source

Competitive moat7 records

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Type, Details

Key risks7 records

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Headline, Details, Source

Key highlights7 records

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Headline, Details, Source

Customer concentration

Classification, Details

Named customers6 records

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Name, Industry, Type, Use case, Source, UUID

Segment6 records

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Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile6 records

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Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
No

Docs URL, Description

Integration7 records

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Title, Type, Description, Source

AI capability2 records

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Type, Description, Source

AI maturity
App detail

Has app

Feature7 records

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Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles24 records

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Name, Designation, Designation category, Overview, Profile commentary, Source

Subsidiaries8 records

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Name, Acquired on, Relationship type, Type, Business focus

Compliance8 records

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Name, Class, Description

Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds1 record

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Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

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Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Allwyn

National Lottery Operationsallwyn.co.uk

Allwyn is the UK subsidiary of Allwyn AG that operates The National Lottery under a 10-year Fourth Licence (since Feb 2024), serving 30 million players across 43,500 retail outlets and digital channels, and following the €16bn OPAP merger and PrizePicks acquisition forms the world's largest listed lottery operator.

What Allwyn does

Allwyn is the UK operating subsidiary of Allwyn AG, a multinational lottery and gaming group controlled by Czech conglomerate KKCG (95.73% ownership as of August 2025). On 1 February 2024, Allwyn UK took over as operator of The National Lottery under the exclusive 10-year Fourth Licence from the Gambling Commission, ending Camelot's 30-year tenure. The company runs a multi-product lottery platform spanning draw-based games (Lotto, EuroMillions, Set For Life, and the upcoming UK Powerball cross-jurisdictional expansion), Instant Win / Scratchcards (including licensed games tied to Deal or No Deal and I'm A Celebrity), and a digital scratchcard dispenser pilot at Asda. Underlying this is the £450m National Lottery Fourth Licence platform — completed in Q1 2026 — which migrated 18 million player records and over three billion historical transactions onto a modernised digital-first stack including the new Wave in-store terminal (30,000+ units being rolled out), a proprietary two-round Lotto draw engine, and AI/ML-driven player protection analytics integrated with Experian financial vulnerability data.

Allwyn makes money primarily through transaction-fee revenue on ticket and scratchcard sales (Lotto £2/line, EuroMillions £2.50/line, Powerball £4/line, Scratchcards £1–£5), distributed via a 43,500-strong UK retail estate, the national-lottery.co.uk website and mobile apps, and a growing quick-commerce network (Snappy Shopper, Scoot, Gopuff). Returns are split with the 12 National Lottery Distributors under the Fourth Licence model, aligning operator incentives with Good Causes funding (~£33m weekly). Following the €16bn all-share merger with OPAP (completed Q1 2026) and the $1.6bn acquisition of a 62.3% stake in US daily fantasy sports operator PrizePicks (September 2025), the combined Allwyn AG group reported over $10bn in 2024 revenue, operates across the UK, Greece, Cyprus, Austria, the Czech Republic, and the US, and is the world's largest listed lottery operator. The group is listed on the Athens Stock Exchange (ATHEX: ALLWYN; US OTC: GOFPY) and is evaluating secondary listings in London or New York.

Allwyn firmographics

Firmographics
Name
Allwyn
Legal name
Allwyn Entertainment Ltd
Website
https://allwyn.co.uk
Company type
Public
Founded year
2021
Operating status
Operating
Headcount range
11–50 employees
Short description
Allwyn is the UK subsidiary of Allwyn AG that operates The National Lottery under a 10-year Fourth Licence (since Feb 2024), serving 30 million players across 43,500 retail outlets and digital channels, and following the €16bn OPAP merger and PrizePicks acquisition forms the world's largest listed lottery operator.
Ownership category
akta.pro rank

Allwyn industry classification

Industry
Product category
National Lottery Operations
NAICS
Gambling Industries (7132)
akta.pro industry
PRIMARYMPAEAFAA
Lottery Operators (Government & Private Licensed)
SECONDARYMPAEAFAE
Draw-Based Lottery Management (Number Games, Keno as Lottery)
SECONDARYMPAEAFAD
Digital Lottery & iLottery Platforms (Web/App)

Keywords

  • National lottery operations
  • Draw-based games
  • Instant win scratchcards
  • Digital lottery platform
  • Responsible gambling

Where Allwyn is headquartered

Location

Headquarters

HQ city
London
HQ country
United Kingdom
HQ region
Europe

Offices10 records

Markets served

Allwyn business model

Business model
GTM type
B2C
Offering type
Services
Cost components
Technology or R&D, Marketing or Sales, Operations, Personnel, Supply Chain, Infrastructure

Revenue model

  1. National Lottery draw-based game sales (Lotto, EuroMillions, Powerball, Set For Life): Per-line retail and digital ticket sales for draw-based games at fixed unit prices (Lotto £2/line; Lotto HotPicks £1; Powerball £4/line in UK; EuroMillions £2.50/line). Revenue shared with the 12 National Lottery Distributors under the Fourth Licence model, with the operator's incentive and Good Causes returns closely aligned.
  2. Instant Win / Scratchcard sales: Sale of National Lottery Scratchcards (prices ranging £1 to £5) via 43,500 retail stores, online, and quick-commerce delivery platforms (Snappy Shopper, Scoot, Gopuff). Includes the £5 Deal or No Deal licensed Scratchcard (first in 5 years, top prizes up to £1.5m) and Zoo 55 I'm A Celebrity Instant Win Game.
  3. US Daily Fantasy Sports (PrizePicks) revenue: Revenue from PrizePicks, the largest US daily fantasy sports operator in which Allwyn acquired a 62.3% majority stake for $1.6bn (Sep 2025); PrizePicks generated $339m Adjusted EBITDA on >60% YoY revenue growth for the 12 months to June 2025. Enterprise value could rise to $4.15bn if performance metrics are met over three years.
  4. Online sports betting and iGaming (post-OPAP): Online sports betting and iGaming revenue via the OPAP Greek business (€9bn / ~$18bn all-share merger closed Q1 2026) and explored through the collapsed Novibet (Logflex MT Holding) acquisition (51% stake agreed Jan 2025, later withdrawn). Combined entity is the world's second largest gaming company by revenue (>$10bn in 2024) and largest listed lottery operator globally.
  5. Sponsorship, brand and commercial partnerships: Multi-year global F1 partnership (renewed in 2026), McLaren F1 Team partnership, Karlovy Vary Future Frames, Glasgow 2026 Commonwealth Games, Women's Rugby World Cup 2025, ITV, Channel 4, Ant & Dec's Saturday Night Takeaway, and other sports/entertainment sponsorships that generate brand, marketing and community value (Allwyn League F1 Predict integration; F1 Global Community Awards across 8 GPs).
  6. Annual £1 million Social Value Fund: Ring-fenced £1m per year allocated to social value initiatives (volunteer programmes, ChangeMakers athlete grants, Local Retail Champions, F1 Global Community Awards) — additional to National Lottery funding distributed by the 12 National Lottery Distributors.

Pricing tiers

ModelBillingPrice
Unit PricingPay-as-you-goLotto draw-based game — £2 per line
Unit PricingPay-as-you-goLotto HotPicks add-on — £1 per line
Unit PricingPay-as-you-goPowerball UK — £4 per line
Unit PricingPay-as-you-goEuroMillions draw-based game — £2.50 per line
Unit PricingPay-as-you-goNational Lottery Scratchcards — £1 to £5

Go-to-market motion5 records

Distribution channels8 records

Marketing channels12 records

Allwyn product offering

Product offering

Core offering

Allwyn operates The National Lottery in the UK under a 10-year Fourth Licence from the Gambling Commission (Feb 2024 – Feb 2034), selling draw-based games (Lotto, EuroMillions, Set For Life, Powerball) and Instant Win / Scratchcards through a 43,500-store retail estate, the national-lottery.co.uk website and mobile apps, supermarket self-checkouts and quick-commerce delivery platforms. The portfolio extends internationally via the merged OPAP Greek lottery business, a 62.3% majority stake in US daily fantasy sports operator PrizePicks, the Allwyn Hellas retail and virtual sports network, and an operating partnership with the Illinois Lottery.

Product overview

Allwyn operates a multi-product lottery and gaming platform rather than a single unified product, organised as a platform-plus-modules architecture. The UK business centres on The National Lottery brand under a 10-year Fourth Licence (held from 1 February 2024) and is composed of a flagship draw-based games module — Lotto (recently relaunched with a new two-round format), EuroMillions, Set For Life, and the upcoming UK Powerball — plus an Instant Win / Scratchcards module (including Lotto HotPicks and licensed themed games like Deal or No Deal and I'm A Celebrity…). These game modules are delivered through three primary channels: the digital National Lottery website and mobile apps, a 43,500-store retail estate powered by Allwyn's next-generation Wave terminals, and innovative last-mile delivery partnerships (Snappy Shopper, Scoot, Gopuff, Asda's digital Scratchcard dispenser). The platform is supported by a series of cross-cutting capabilities including the digital direct-to-bank Prize Payment Solution, the Operation Guardian age-verification programme, the Retail Training Centre, and the Participant Protection system (data, ML, and player-intervention workflows). Marketing and brand work for The National Lottery is delivered through Studio 59 (the in-house creative and content studio launched April 2026), with external agencies VCCP, Leo Burnett, and Hearts & Science. Beyond the UK, the Allwyn group portfolio includes the recently merged Greek OPAP / Allwyn Hellas lottery operations, a majority stake in US daily fantasy sports operator PrizePicks, a planned 51% stake in Novibet (later withdrawn), and a global Formula 1 partnership anchored by the Allwyn League gamification module and the F1 Allwyn Global Community Award CSR programme.

Differentiator

Problem solved

Functional benefit

Brands

  • The National Lottery: UK national lottery operated under the Fourth Licence by Allwyn Entertainment Ltd since 1 February 2024; includes draw-based games (Lotto, EuroMillions, Set For Life) and Scratchcards.
  • Studio 59

Products and services

  • The National Lottery (UK) Allwyn UK's core licensed brand and operating business, awarded the Fourth National Lottery Licence on a 10-year term from 1 February 2024; encompasses all draw-based games, scratchcards, retail and digital channels, and the Good Causes funding mechanism that returns around £33m every week to National Lottery-funded projects.
  • Lotto Flagship twice-weekly draw game (£2 per line) held on Wednesday and Saturday evenings at 8pm, relaunched on 7 June 2026 with a new two-round format giving players two chances to win from a single ticket and improving overall prize odds from 1-in-9.3 to 1-in-4.9; jackpots start at £2m and roll over up to five times before a must-be-won draw.
  • EuroMillions Pan-European multi-jurisdiction draw game operated by Allwyn as the UK National Lottery licensee at £2.50 per line; creates some of the UK's largest lottery wins, including a £181m single-ticket win in March 2026 and £126m shared between UK and French ticket-holders in April 2026.
  • Set For Life National Lottery annuity draw game with a recurring monthly prize format; marketed by Allwyn with the 'Win on Repeat' campaign created by VCCP and Hearts & Science.
  • UK Powerball UK-specific adaptation of the US Powerball game launching under an agreement between the Multi-State Lottery Association (MUSL) and Allwyn UK, giving UK players access to the same jackpot as US players at £4 per line; payouts in pounds, jackpots paid over 30 years; subject to UK Gambling Commission approval, expected summer 2026.
  • National Lottery Scratchcards and Instant Win Games Physical Scratchcards sold across the 43,500-store retail estate and complementary online Instant Win Games at £1–£5 price tiers; includes £5 Deal or No Deal (first in 5 years; top prizes up to £1.5m), I'm A Celebrity-themed Zoo 55 Instant Win Game, and Musical Scratchcards; also distributed through on-demand delivery partnerships with Snappy Shopper, Scoot, Gopuff and Asda's digital dispenser pilot.
  • National Lottery website and mobile apps Digital-first player experience for buying tickets, managing accounts, viewing results and accessing responsible play tools; underwent a major upgrade over 24–25 January 2026 as part of Allwyn's broader transformation programme.
  • Wave National Lottery Terminals Next-generation state-of-the-art in-store terminals underpinning the National Lottery retail experience; Allwyn began scale rollout of over 30,000 units in August 2025 following the £450m platform upgrade, hitting a halfway milestone of more than 22,000 installations by October 2025.
  • Digital Prize Payment Solution Direct-to-bank payment technology launched in January 2025 that delivers National Lottery retail prizes between £500.01 and £50,000 to players' bank accounts; had paid over £15m to 10,000+ mid-tier winners by July 2025.
  • Operation Guardian Mystery-shopper and retailer knowledge-check programme launched in May 2024 to help retail partners sell The National Lottery more safely; recorded a 93.5% age-verification pass rate in January 2026 and underpins Allwyn's safer-retail commitments.
  • National Lottery Retail Training Centre Digitally-led retailer training platform launched in March 2024; over 7,000 independent retail partners had signed up by the end of March 2024, with continuous growth thereafter.
  • Studio 59 (in-house creative and content studio) Allwyn's in-house creative and content studio for The National Lottery, opening in April 2026, designed to operate with a 'newsroom mentality' and complement external creative agencies VCCP and Leo Burnett and media agency Hearts & Science.
  • PrizePicks Largest daily fantasy sports operator in the United States, in which Allwyn acquired a 62.3% majority stake for an initial $1.6bn cash consideration (enterprise value up to $4.15bn if performance metrics are met); operates as a standalone brand within Allwyn while retaining its existing leadership team.
  • OPAP (Allwyn Hellas) Greek lottery and gaming operator merged into Allwyn via a €16bn all-share combination completed in 2025; Allwyn's Greek operations include OPAP, the Allwyn Hellas retail network of 3,000 venues running Inspired Entertainment's Soccer 3.6, and the Joker draw.

Quantifiable outcome

  • £450m National Lottery tech upgrade completed in Q1 2026; 18m player records and 3bn+ historical transactions migrated; 30,000+ Wave terminals being rolled out.
  • +8 more outcomes

Companies that use Allwyn

Customer profile

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Allwyn technology and API

Technology

Technology focussed Yes

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature7 records

Allwyn partnerships and signals

Strategic signal

Partnerships

32 partnerships are on record, tiered minor, flagship and core.

  • Sindbad MentoringminorOthers · 25 June 2026Won the F1 Allwyn Global Community Award at the Formula 1 Lenovo Austrian Grand Prix (Spielberg, 25 June 2026) — received €100,000 from Allwyn to fund mentoring for an additional 35 youths in Graz with a focus on STEM and motorsport-adjacent careers.
  • Tin Man CommunicationsminorGTM or Marketing Partner · 9 June 2026Developed the 'Two Yolks: Lotto's Luckiest Café' London brunch pop-up at Old Queen Street Café, Westminster (12–13 June 2026), bringing the 'two chances to win' concept to life through food, prizes and merchandise.
  • ScootminorChannel Partner/ Reseller/ Distributor · 3 June 2026National Lottery Scratchcards go 'on-demand' via the Scoot rapid grocery delivery partnership — customers can add Scratchcards to orders for delivery to their door in as little as 30 minutes.
  • La Tablée des ChefsminorOthers · 22 May 2026Won the 2026 F1 Allwyn Global Community Award at the Formula 1 Lenovo Grand Prix du Canada (first 2026 winner) — received €100,000 from Allwyn to expand food recovery and education programmes addressing food insecurity in Montreal and Canada.
  • Karlovy Vary International Film Festival / European Film Promotion (Future Frames)minorGTM or Marketing Partner · 21 April 2026Allwyn is a partner of the Karlovy Vary International Film Festival's Future Frames program for emerging European filmmakers, alongside UTA and Range Media Partners. The program showcases 10 emerging directors with industry meetings, awards, a scholarship to LA and a wildcard entry into Les Arcs Industry Village.
  • Multi-State Lottery Association (MUSL) / PowerballflagshipStrategic or Co-development Partner · 15 April 2026Powerball to expand to the UK via agreement between MUSL (which runs Powerball in the US) and Allwyn UK (operator of the UK National Lottery), pending UK Gambling Commission approval. UK players can participate in the same Powerball jackpot as US players starting summer 2026; $2 ticket price equivalent (£4 per line in UK), payouts in pounds, jackpots paid over 30 years, odds unchanged at 1-in-292.2m.
  • Watford FC Community Sports and Education TrustminorGTM or Marketing Partner · 10 April 2026Partnership to expand local volunteering and community impact via Watford FC's Community Sports and Education Trust.
  • Formula 1flagshipStrategic or Co-development Partner · 27 March 2026Renewed multi-year global commercial partnership with Formula 1 (F1 claims it reached 827 million fans in year one). Allwyn gains enhanced brand visibility during formation laps at selected races, is integrated into the F1 Predict platform via the 'Allwyn League', and is doubling its F1 Global Community Awards initiative to reach eight charities across eight Grand Prix locations in 2026.
  • Creative EngineersminorImplementation/ SI/ Consulting Partner · 17 March 2026Creative Engineers launched as a hands-on marketing consultancy with Allwyn (operator of The National Lottery) among its three founding clients. Founded by Helen Weisinger, Niall McKinney, Morgan Cox and Cressida Laing, the firm helps organisations redesign how content is produced, governed and scaled through AI integration.
  • Inspired EntertainmentcoreTechnology or Integration · 6 March 2026Inspired Entertainment × Allwyn Hellas launched Inspired's Virtual Sports product Soccer 3.6 across 3,000 retail venues in Greece, with Bet Builder functionality and bespoke enhancements aimed at increasing player engagement.
  • GopuffminorChannel Partner/ Reseller/ Distributor · 22 January 2026Allwyn × Gopuff partnership brings The National Lottery to customers' doorsteps via Gopuff's instant-needs delivery platform.
  • Glasgow 2026 Commonwealth GamescoreGTM or Marketing Partner · 21 January 2026Allwyn UK named Official Volunteer Learning & Development Partner for the Glasgow 2026 Commonwealth Games, with £1m investment from its Social Value Fund to support training for over 3,000 volunteers (23 July – 2 August). Ambassadors Eilidh Doyle and Fin Graham; Allwyn employees also joining the volunteer team.
  • McLaren F1 TeamcoreGTM or Marketing Partner · 19 November 2025Allwyn partnership with the McLaren F1 Team launched the world's first scratchable race car ('Scratch Car') in Las Vegas in celebration of the Grand Prix. Fans can win a visit to the McLaren Technology Centre in the UK by scratching panels on the car or playing virtually online.
  • John Langdon Down Foundation (Mexico)minorOthers · 23 October 2025Won the F1 Allwyn Global Community Award at the Mexico Grand Prix, receiving €100,000 from Allwyn to support education, care and social inclusion programmes for children with Down Syndrome and their families.
  • GirlstartminorOthers · 16 October 2025Won the inaugural US F1 Allwyn Global Community Award (Austin, Oct 2025) and received a €100,000 donation from Allwyn to support STEM programmes for girls in Austin.
  • OPAPflagshipStrategic or Co-development Partner · 13 October 2025Allwyn and OPAP announced a €16 billion all-share merger to create the world's largest listed lottery operator and the world's second largest gaming company by revenue (>$10bn in 2024). The combined group is pursuing a dual listing (Athens Stock Exchange and a secondary listing in London or New York). The merger creates advanced technology, content, digital and innovation capabilities with a focus on responsible gaming.
  • PrizePicksflagshipStrategic or Co-development Partner · 22 September 2025Allwyn acquired a 62.3% majority stake in PrizePicks, the largest daily fantasy sports operator in the United States, for $1.6bn cash (enterprise value could reach $4.15bn on performance milestones). PrizePicks operates as a standalone brand within Allwyn with its existing leadership team retained; $339m Adjusted EBITDA on >60% YoY revenue growth (12 months to June 2025).
  • Allen & Overy Shearman SterlingcoreImplementation/ SI/ Consulting Partner · 25 July 2025Allen & Overy Shearman Sterling advised on a €2.15 billion financing for Allwyn, supporting the group's capital structure and acquisition financing activities.
  • ITVcoreGTM or Marketing Partner · 27 June 2025Allwyn partnered with ITV to celebrate The National Lottery's impact on women's football and support the FA's Big Football Day — campaign highlights that over £6bn has been raised for grassroots sports.
  • Women's Rugby World Cup 2025minorGTM or Marketing Partner · 5 June 2025Allwyn supported an enhanced volunteer training programme for the Women's Rugby World Cup 2025 through its Social Value Fund — two-thirds female participation, designed to prepare participants for their roles while fostering a lasting legacy for the event.
  • Aldi UKcoreChannel Partner/ Reseller/ Distributor · 28 February 2025Allwyn × Aldi deal brings National Lottery to self-checkout terminals across all UK Aldi stores (1,050+) — making Aldi the first UK supermarket to offer this. Rollout completed by spring 2025.
  • AsdacoreChannel Partner/ Reseller/ Distributor · 3 February 2025Allwyn × Asda pilot of an innovative hi-tech digital dispenser for National Lottery Scratchcards — the first change to how National Lottery Scratchcards are bought in 30 years.
  • MFGcoreChannel Partner/ Reseller/ Distributor · 12 November 2024Allwyn equipped over 300 new MFG sites with The National Lottery in its biggest terminal installation project to date (Nov 2024).
  • VodafonecoreTechnology or Integration · 1 September 2024Vodafone and Allwyn UK finalised an agreement (April 2023) to upgrade the technology underpinning the new UK National Lottery licence launching in February 2024. Vodafone is Allwyn's connectivity partner for the Fourth Licence tech platform.
  • Snappy ShoppercoreChannel Partner/ Reseller/ Distributor · 30 July 2024Allwyn × Snappy Shopper partnership enables independent National Lottery retailers to sell Scratchcards online via the Snappy Shopper home delivery platform — a first for The National Lottery. Expanded to 172+ local retailers (April 2025).
  • Channel 4minorGTM or Marketing Partner · 28 March 2024National Lottery team up with Channel 4 to give a peek behind the scenes as British track and field hopefuls approach the Paris 2024 Olympic & Paralympic Games.
  • Purple (disability inclusion)minorImplementation/ SI/ Consulting Partner · 1 January 2024Allwyn works with Purple (a leading advocate for improving the customer experience for disabled people) to remove barriers for customers with disabilities — enhancing physical and online environments, policies, and practices for a more inclusive National Lottery experience.
  • Hearts & SciencecoreGTM or Marketing Partner · 14 September 2023Hearts & Science appointed as Allwyn UK's preferred media agency partner for the Fourth National Lottery Licence. Jointly executes media strategy and buying for major campaigns including the new Lotto launch ('It could be you, and it could be you...').
  • Leo BurnettcoreGTM or Marketing Partner · 3 July 2023Leo Burnett appointed (jointly with VCCP) as creative advertising agency for The National Lottery from 2024. Delivered 'Paris 2024' as Leo Burnett's first major strategic work for Allwyn, in collaboration with Hearts & Science.
  • VCCPcoreGTM or Marketing Partner · 3 July 2023VCCP appointed (jointly with Leo Burnett) as creative advertising agency for The National Lottery from 2024. Created the new Lotto launch campaign ('It could be you, and it could be you...') supporting the 'one ticket, two chances to win' proposition.
  • Cohn Robbins Holdings Corp.flagshipStrategic or Co-development Partner · 21 January 2022Earlier NYSE-listing partnership via SPAC with Cohn Robbins Holdings Corp. as part of Allwyn's evolution to a publicly-listed global lottery-led entertainment platform.
  • Made By SportminorGTM or Marketing Partner · 23 August 2021Allwyn × Made By Sport partnership launching the #PoweringGoodTogether campaign to raise awareness and funding for grassroots sports clubs and organisations across the UK.

Scale indicators19 records

Recent moves9 records

Expansion highlights7 records

Allwyn competitors and assessment

Company assessment

Direct peers

  • Camelot Group: Camelot was the previous operator of The National Lottery (Third Licence, 1994–2024) and is Allwyn's direct predecessor. Directly comparable as the UK national lottery operator with the same games portfolio, retail network and Good Causes funding mechanism.
  • La Française des Jeux (FDJ): France's national lottery operator, listed on Euronext Paris. Most directly comparable European peer — operates Lotto, draw-based games, and scratchcards under a regulated national licence, with similar Good Causes funding model and digital transformation programme.
  • Lottomatica (Lottomatica Group / IGT Lottery): Operates Italy's Lotto and scratchcard games, plus sports betting and online gaming. Directly comparable as a national lottery operator in a major European market with multi-channel retail and digital distribution.
  • DraftKings: Leading US online sports betting and daily fantasy sports operator. Directly comparable to PrizePicks (Allwyn's 62.3%-owned subsidiary) as a US DFS and OSB operator, and to Allwyn's broader North American expansion strategy.
  • Sazka Group (historical): Czech national lottery operator and the original Allwyn group company (renamed from SAZKA Entertainment AG to Allwyn AG). Directly comparable as a national lottery operator within the same parent group, now folded into Allwyn AG.

Broad incumbents

  • International Game Technology (IGT): Major lottery technology provider and operator with global lottery systems, instant tickets and draw games. Comparable as both a lottery technology supplier and competitor in select US/European markets where IGT provides full operating services.
  • Light & Wonder (Scientific Games legacy): Provides lottery systems, instant games and sports betting technology globally (formerly Scientific Games). Comparable as a lottery infrastructure and instant-game supplier serving similar regulators and operators worldwide.
  • Flutter Entertainment: Global online sports betting and gaming group (FanDuel, Paddy Power, PokerStars). Comparable as a major global gaming operator with both B2C lottery-adjacent and DFS/betting products, particularly relevant as Allwyn expands into US DFS via PrizePicks.
  • Entain: Global sports betting and gaming operator (Bet365, Ladbrokes, Coral, bwin, PartyPoker). Comparable as a regulated multi-channel gaming operator with online and retail distribution, relevant to Allwyn's failed Novibet expansion and broader sportsbook ambitions.

Others

  • Pollard Banknote: Supplier of instant lottery tickets, pull-tab games, and lottery marketing services to North American and European lotteries. Comparable as a key B2B supplier in the same lottery ecosystem Allwyn operates in, including scratchcard production technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks7 records

Key highlights7 records

Customer concentration

Allwyn social profiles

Digital presence

Allwyn compliance and trust

Trust signal

Compliance8 records

Allwyn financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Allwyn leadership team

Management profile

Number of profiles

Profiles24 records

Allwyn subsidiaries and ownership

Company hierarchy

Subsidiaries8 records

Allwyn funding detail

Funding detail

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Allwyn M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Allwyn

What does Allwyn do?

Allwyn operates The National Lottery in the UK under a 10-year Fourth Licence from the Gambling Commission (Feb 2024 – Feb 2034), selling draw-based games (Lotto, EuroMillions, Set For Life, Powerball) and Instant Win / Scratchcards through a 43,500-store retail estate, the national-lottery.co.uk website and mobile apps, supermarket self-checkouts and quick-commerce delivery platforms. The portfolio extends internationally via the merged OPAP Greek lottery business, a 62.3% majority stake in US daily fantasy sports operator PrizePicks, the Allwyn Hellas retail and virtual sports network, and an operating partnership with the Illinois Lottery.

Is Allwyn a public or private company?

Allwyn is a public company. It is classified as public and is currently operating.

When was Allwyn founded?

Allwyn was founded in 2021. It employs 11 to 50 people.

Where is Allwyn based?

Allwyn is headquartered in London, United Kingdom, in the Europe region.

How does Allwyn make money?

Six revenue lines are on record. National Lottery draw-based game sales (Lotto, EuroMillions, Powerball, Set For Life) is the primary driver. The others are instant Win / Scratchcard sales, US Daily Fantasy Sports (PrizePicks) revenue, online sports betting and iGaming (post-OPAP), sponsorship, brand and commercial partnerships and annual £1 million Social Value Fund.

Who are Allwyn's main competitors?

Direct peers on record are Camelot Group, La Française des Jeux (FDJ), Lottomatica (Lottomatica Group / IGT Lottery), DraftKings and Sazka Group (historical). Broad incumbents are International Game Technology (IGT), Light & Wonder (Scientific Games legacy), Flutter Entertainment and Entain. Pollard Banknote is listed as an others.

Does Allwyn have an API?

No public API is recorded for Allwyn.

What industry is Allwyn in?

Allwyn's product category is National Lottery Operations. Its primary akta.pro industry code is MPAEAFAA, Lottery Operators (Government & Private Licensed), with a secondary code of MPAEAFAE, Draw-Based Lottery Management (Number Games, Keno as Lottery). Its NAICS code is 7132.

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Express.co.ukHuge search for £1m Lotto winner who has one day left to claim prizeThe National Lottery is searching for a mystery winner of a £1m prize, with a claim deadline of September 18. The ticket, purchased in Richmond, matched all five main numbers and the Bonus Ball. Affected players can still claim through Allwyn within 30 days of the draw.iGBAllwyn backs new National Lottery CEO as 'right leader' despite MP's criticismAllwyn CEO Robert Chvátal defended the appointment of Phil Walker as CEO of its UK business, calling him the right leader after the company's retail and digital transformation, despite MPs Dawn Butler and Sir Iain Duncan Smith raising concerns over a 2024 AML warning at William Hill. UK net revenue rose 2% to €236 million, with adjusted EBITDA jumping to €23 million.Evening StandardNational Lottery operator sees drop in sales as payments to good causes declinesAllywn, the UK National Lottery operator, reported a 14% drop in sales for the three months to June, with contributions to good causes falling to 678 million euros, down from 859 million a year earlier. The decline was attributed to favorable EuroMillions cycles and a major tech upgrade. The company expects lower full-year revenues than previously anticipated.The IndependentNational Lottery operator sees drop in sales as payments to good causes declinesAllwyn, the UK National Lottery operator, saw sales fall 14% in Q2 2026, with contributions to good causes dropping to 678 million euros from 859 million a year earlier. The decline was attributed to favorable EuroMillions cycles and a major tech upgrade. Allwyn expects lower full-year revenues.YogonetUK MPs raise concerns over Phil Walker's appointment as National Lottery bossLabour MP Dawn Butler and Conservative MP Iain Duncan Smith wrote to the Gambling Commission expressing concern over former William Hill boss Phil Walker's appointment as interim chief executive of Allwyn UK, the National Lottery operator. They questioned the compatibility of his work for City Gaming's Game Nation chain, where he holds a non-executive role, and asked how his 2024 personal sanction was weighed. Allwyn defended the hire, citing his experience.Sharecast.comWednesday newspaper round-up: Canada tariffs, national lottery boss, Meta glassesA roundup reported that Canada announced tariffs on US cosmetics, dairy, wood products and outdoor equipment as a roughly dollar-for-dollar retaliation against US levies, with finance and industry ministers calling it a "focused response." Other items included Allwyn UK appointing Phil Walker as interim chief executive of the national lottery, private schools banning Meta smart glasses, IPPR urging National Insurance on pensioners, and Woodville Consultants facing Ponzi allegations.The GuardianNational lottery faces questions over new boss’s record in gambling industryAllwyn UK, which holds the national lottery licence until 2034, appointed William Hill's former UK and Ireland boss Phil Walker as interim chief executive, replacing Andria Vidler. MPs wrote to the Gambling Commission expressing concern over a 2024 personal sanction for money laundering failures and his Game Nation board role. Walker will step back from Game Nation from September.Scotland NewsSearch for Scottish lottery winner yet to claim £1 million prizeThe National Lottery operator Allwyn is searching for the owner of a £1 million winning ticket purchased in Aberdeenshire during the August 8 Lotto draw. The winner has until February 4, 2027, to claim the prize, which was awarded for matching five main numbers plus the Bonus Ball.ThegrocerAllwyn and Co-op celebrate £3bn raised for National Lottery good causes with new campaignAllwyn and Co-op have launched a nationwide marketing campaign to celebrate raising £3bn for National Lottery good causes through Co-op stores since 1994. The initiative highlights specific community projects funded by the lottery, such as those supporting cancer research, arts, and wellbeing centers across the UK.The IndependentLotto winner scoops £4.3 million jackpot as five others become millionairesA single ticket-holder won a £4.3 million jackpot in Wednesday’s National Lottery draw, while five other players each won £1 million by matching five numbers and the bonus ball. This event coincides with leadership changes at operator Allwyn UK, as CEO Andria Vidler steps down to be replaced by interim chief Phil Walker from William Hill.