Sazka Entertainment rebrands as Allwyn

| By Robert Fletcher
Czech lottery giant Sazka Entertainment has rebranded its entire business as Allwyn with immediate effect.

The operator said the new name reflects its evolution from a pan-European lottery operator into a global business.

Sazka in April announced it was to bring together its UK operations under the new Allwyn corporate identity as it bids for the market’s latest National Lottery licence.

This brand will now be extended across the whole business, though its individual brands will be retained and continue to operate without any changes.

Headquartered in the Czech Republic, renamed Allwyn is also operational in Austria, Greece, Cyprus, and Italy

Allwyn is seeking to expand into the UK market through a bid for the fourth National Lottery licence.

Allwyn announced its intention to bid in October last year and faces competition from three other operators, with the National Lottery in October this year confirming it had received four final applications for the licence.

The National Lottery did not disclose the identity of these applicants, but, alongside Allwyn, Italian lottery operator Sisal, pan-European lottery and Health Lottery operator Northern Shell have applied. India’s Sugal & Damani applied, though has since dropped out the running.

Incumbent licensee Camelot completed the Selection Questionnaire in October 2020, but has not yet publicly confirmed whether it was bidding for the tender.

In September, Allwyn appointed Lord Sebastian Coe to its board as its first independent non-executive director.

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