Allwyn North America

What Allwyn North America does

Allwyn North America Inc. is a Chicago-headquartered, wholly-owned subsidiary of Swiss-listed Allwyn AG and serves as a full-service lottery operator, technology supplier, and business partner to North American lotteries. The company originated as Camelot Illinois in 2018 when it was awarded the private management contract for the Illinois Lottery, and was rebranded to Allwyn North America in October 2023 following Allwyn AG's acquisition of the Camelot Lottery Solutions group from Ontario Teachers' Pension Plan Board. Local headcount is approximately 110+, supported by 7,000+ Allwyn Group employees globally.

The company's core product is the Genesis iLottery platform, a modular technology stack comprising Apollo (remote gamer server), Relay (third-party retailer integration), Atlas (data and personalization), Optex (dynamic marketing and promotions), Command (back-office), and Nexus (content aggregator). On top of the platform, Allwyn distributes a library of 300+ digital games through its Allwyn Studios network and an IWG partnership, including e-Instant games, the FastPlay draw-based category, the patent-pending Ten4 digital-first draw game, and physical instant tickets and multi-state draw games (Powerball, Mega Millions). A 7,000+ Illinois retailer network, iLottery website and mobile app, and emerging Relay-based third-party integrations form the distribution layer.

Allwyn makes money through three primary streams: (1) managed-services fees under the long-term Illinois Lottery private management contract, where the company is incentivized on sales and proceeds to the State; (2) digital games and content licensing to additional state and provincial lotteries (Michigan, DC, Atlantic, Kentucky, Loto-Quebec); and (3) technology platform services embedding the Genesis stack with state lottery customers. Customer segments are exclusively government-authorized state and provincial lottery operators in the U.S. and Canada, served through enterprise field sales and long-cycle government procurement processes.

Name

Allwyn North America

Legal name

Allwyn North America

Website

https://allwyn-northamerica.com

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Allwyn North America is a Chicago-based lottery operator, technology supplier, and business partner serving North American state and provincial lotteries. It privately manages the Illinois Lottery and licenses its Genesis iLottery platform, digital games, and content to Michigan, DC, Atlantic, Kentucky, and Loto-Quebec.

Ownership category

akta.pro rank

Product category

Lottery Operations & Management Services

NAICS

Other Gambling Industries (71329), Gambling Industries (7132)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Draw-Based Lottery Management (Number Games, Keno as Lottery) (MPAEAFAE)

akta.pro secondary industries

Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD), Lottery Operators (Government & Private Licensed) (MPAEAFAA), Lottery Data, Analytics & Responsible Gaming Tools (MPAEAFAJ)

Keywords

• Lottery operations management
• ILottery platform
• Digital lottery games
• State lottery services
• Lottery technology solutions

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Lottery Operating Contract Management: Allwyn operates as private manager of state lotteries (Illinois) under long-term government contracts. The company receives management fees and generates revenue through operational efficiency, game innovation, and digital growth that increases lottery sales and returns to good causes. State lottery proceeds support education (Common School Fund in Illinois) and other charitable causes.
2. Digital Games and Content Licensing: Allwyn provides e-Instant games, FastPlay, and other digital lottery content to state lotteries through partnerships (Michigan Lottery, DC Lottery). Revenue generated through game licensing and content supply agreements with lottery customers.
3. Technology Platform Services: Allwyn provides its iLottery platform (Genesis), data analytics, CRM, and back-office systems to state lottery customers, generating revenue through technology service agreements.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Allwyn North America is a full-service lottery operator, supplier, and business partner that provides technology, games, and managed services to state lotteries across North America. As the private manager of the Illinois Lottery since 2018, the company operates the iLottery platform (Genesis), supplies digital game content including e-Instant games, FastPlay, and the patent-pending Ten4 draw game, and delivers data-driven CRM, marketing, and back-office solutions to lottery customers.

Product overview

Allwyn North America operates a modular iLottery platform architecture centered on the Genesis platform, which integrates multiple proprietary modules: Apollo (remote gamer server), Relay (retailer integration), Atlas (data/personalization), Optex (marketing/promotions), Command (back-office), and Nexus (content aggregator). The company offers a portfolio of lottery products including e-Instant games and FastPlay (draw-based digital games) through Allwyn Studios network, physical Instant Tickets/scratch-offs, and draw games (Powerball, Mega Millions, Lotto, Lucky Day Lotto, Pick 3/4). Key digital products include Ten4 (digital-first draw game) and HotWins (rapid-draw retail game). The platform supports Illinois Lottery operations and provides technology/services to other state lotteries.

Differentiator

Problem solved

Functional benefit

Products and services

• Genesis iLottery Platform Comprehensive iLottery platform providing a full suite of fully-managed services and digital lottery tools that powers online lottery sales, website and mobile app delivery, and game content management for state lottery customers.
• e-Instant Games Digital instant-win lottery games delivered through the Allwyn Studios network including the IWG partnership, offering a library of 300+ unique games supplied to state lottery customers such as Michigan Lottery, DC Lottery, Atlantic Lottery, Kentucky Lottery, and Loto-Quebec.
• FastPlay Draw-based digital lottery game category offering price points from $1 to $30 with set top prizes or progressive jackpots, available in-store, online via IllinoisLottery.com and the Lottery app, and through Scan-N-Play. Pioneered as the industry's first FastPlay digital experience in partnership with Illinois Lottery.
• Ten4 Digital-first draw game designed for social play on iLottery, complementing e-Instant offerings by extending onsite player engagement. Features a patent-pending game mechanic with Jackpot Leaderboard, 4 numbers, up to 10 draws per play, and 2-minute draw intervals.
• HotWins Retail lottery game where players choose between 1 and 10 numbers for a chance to win, with draws held every 4 minutes.
• Instant Tickets (Scratch-offs) Physical scratch-off lottery games sold at retail stores in Illinois at price points ranging from $1 to $50, featuring a wide range of play styles, ways to win, and top prizes.
• Powerball with Power Play Multi-state draw-based game offering chances to win life-changing jackpots three times a week, offered through the Illinois Lottery retail network.
• Mega Millions with Megaplier Multi-state draw-based game offering chances to win life-changing jackpots twice a week, offered through the Illinois Lottery retail network.
• Lotto with Extra Shot Illinois-only draw game drawing three times a week with jackpots starting at $2 million.
• Lucky Day Lotto with EZmatch Twice-daily draw game with jackpots starting at $100,000.
• Pick 3 plus FIREBALL Twice-daily draw game requiring the selection of three numbers for the chance to win up to $500.
• Pick 4 plus FIREBALL Twice-daily draw game requiring the selection of four numbers for the chance to win up to $5,000.
• Allwyn Studios Network of digital game studios around the world, including IWG as North America's leading e-Instant content supplier, providing access to a proven, innovative portfolio of value-driven digital games to lottery customers.

Quantifiable outcome

• Illinois Lottery led every other lottery in the United States for year-over-year sales performance for second consecutive fiscal year (FY24, FY25)
• +8 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature12 records

Partnerships

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

• Illinois Fuel and Retail Association (IFRA)coreChannel Partner/ Reseller/ Distributor · 22 April 2026Allwyn is member of IFRA and returning participant at M-PACT Fuel and Convenience Tradeshow. Fuel and convenience retail channel critically important to lottery industry with Allwyn's Relay technology enabling retailers to integrate lottery sales into their own apps and websites.
• Capitol News IllinoiscoreGTM or Marketing Partner · 4 March 2026Naming sponsor for 2026 calendar year. Allwyn North America's presence integrated across CNI's digital platforms including website, digital reports, and newsletters. Exclusive sponsor of flagship newsletter 'The Capitol News Insider'. Partnership supports independent, high-quality journalism essential for democracy and aligns with Allwyn's community impact commitment.
• DC LotterycoreTechnology or Integration · 22 April 2025E-instant games partnership launched April 2025. Allwyn provides portfolio of top-performing digital games customized for DC players, including Super Cash Bolt from Cash Bolt series proven in UK, Ireland, and Switzerland. Features dynamic features and immersive gameplay.
• Instant Win Gaming (IWG)coreTechnology or Integration · 22 April 2025Partnership with IWG to deliver games via IWG's InstantRGS platform, creating simple and fast solution to bring high-performing interactive games to market quickly. IWG is North America's leading e-Instant content supplier.
• McLaren Formula 1 TeamflagshipGTM or Marketing Partner · 12 February 2025Global official partnership with 2024 F1 Constructors' Champions. McLaren branding appears on team race cars and driver overalls (Lando Norris and Oscar Piastri). Partnership provides global platform for responsible gaming awareness, exclusive behind-the-scenes content, live fan experiences. Partnership entered into by Allwyn AG and not directed at any individual country.
• Formula 1flagshipGTM or Marketing Partner · 11 February 2025Multi-year official partnership with Formula 1 starting in sport's 75th anniversary year (2025). Partnership drives increased global awareness through F1's 24 races, 750 million fans, 96 million social media followers, and broadcast channels. Centers on community impact and celebrating positive change makers. Partnership entered into by Allwyn AG and not directed at any individual country.
• Michigan LotterycoreTechnology or Integration · 9 December 2024First U.S. e-instant games launch for Allwyn North America. Portfolio of 300+ unique games available, with Super Cash Bolt customized for Michigan players. Game offers prize potential up to $150,000 with wager options from $0.10 to $30.
• Kennedy CenterminorGTM or Marketing Partner · 4 September 2024Allwyn supported U.S. premiere of Dvořák Dreams, an AI-generated digital art installation by Refik Anadol at Kennedy Center's REACH Plaza (September 4-24, 2024). Exhibition was free to attend, showcasing intersection of art and technology. Reflects Allwyn's commitment to innovation and community engagement.
• 0xCollectionminorGTM or Marketing Partner · 4 September 2024Digital, new media, and time-based art collection initiative based in Switzerland that commissioned Dvořák Dreams by Refik Anadol. Allwyn's support enabled U.S. premiere at Kennedy Center.
• Refik AnadolminorStrategic or Co-development Partner · 4 September 2024Internationally renowned media artist and pioneer in aesthetics of data and machine intelligence. Created Dvořák Dreams installation using AI algorithms trained on Dvořák's musical data, transforming classical music legacy into dynamic visualizations.
• Illinois Department of LotteryflagshipStrategic or Co-development Partner · 1 January 2018Allwyn North America has been private manager of Illinois Lottery since 2018 under state contract. Partnership operates a modern lottery that benefits people of Illinois, generating record funding for Common School Fund (K-12 education) and good causes. Allwyn provides technology, games, operations, and strategic management.

Scale indicators21 records

Recent moves7 records

Expansion highlights5 records

Others

• Camelot Group (historical; now Allwyn): Historical UK lottery operator whose North American operations (Camelot Illinois) were acquired by Allwyn AG in 2023 and rebranded to Allwyn North America. Now part of the same corporate group — historically relevant comparison as predecessor entity to Allwyn NA.

Regional players

• Lottomatica (Allwyn Italy): Italian lottery operator owned by Allwyn AG, providing draw-based games, instant tickets, and iLottery. Sister entity under same parent — comparable business model in lottery operations but focused on the Italian market rather than North America.
• La Française des Jeux (FDJ): French national lottery operator and gaming company offering lottery, sports betting, and digital games primarily in France. Comparable in business model to Allwyn NA but operates as a regional player in a different geography without direct U.S. overlap.

Broad incumbents

• Light & Wonder: Major gaming technology and content provider with a lottery division following Scientific Games acquisition. Competes broadly across lottery systems, instant products, and digital platforms, but operates across a wider gaming portfolio than Allwyn NA.

Emerging players

• Jackpocket (by Jackpot.com parent): U.S. lottery courier app that allows players to order official state lottery tickets via mobile app. An emerging digital player in the iLottery ecosystem that intersects with Allwyn NA's iLottery platform customers but does not directly compete in the B2B operating or technology space.

Direct peers

• Aristocrat Interactive (formerly NeoGames): Acquired by Aristocrat Leisure in 2024, NeoGames was a leading iLottery and iGaming platform provider serving U.S. state lotteries. Now competes directly with Allwyn's Genesis iLottery platform and content library in the digital lottery space.
• Scientific Games (now part of Light & Wonder / formerly SG): Long-standing competitor providing lottery systems, instant scratch ticket manufacturing, and iLottery platforms to U.S. state lotteries. A direct peer in both lottery operating services and the technology platform space where Allwyn's Genesis competes.
• International Game Technology (IGT): IGT is the leading global lottery operator and technology provider, running lottery systems, instant ticket games, and iLottery platforms for state lotteries worldwide. Directly competes with Allwyn NA in U.S. state lottery operating contracts, technology platforms, and game content supply.
• Pollard Banknote: Canadian-based lottery instant ticket manufacturer and supplier of lottery products/services to North American lotteries. A peer to Allwyn NA in the instant ticket and game content supply segment that supports Illinois Lottery's scratch-off business.
• Intralot: Greek-based lottery systems and technology provider offering lottery operating services, iLottery platforms, and game content to lotteries globally. Direct peer to Allwyn NA in state lottery systems integration and digital game platforms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

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Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Allwyn North America