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Allwyn continues rebranding of regional operations

| By Robert Fletcher
Multinational lottery operator Allwyn has announced further rebrands across its regional businesses to bring its wider operations under the Allwyn name.

In April 2021 the group announced it was to bring together its UK operations under the new Allwyn name and completed the rebrand of its entire business in December of the same year.

Further name changes were announced in May of this year at the group level, but at the time, the group said the names of its subsidiaries, which operate across Europe, had not changed.

In the latest update published by the operator, a further 10 name and brand changes were set out, including Sazka Group UK Holding being renamed Allwyn UK Holding.

Other rebrands included CAME Holding and Medial Beteiligungs, both of which are based in Austria, switching to Allwyn Austria Holding 2 and Allwyn Austria Holding 3, respectively.

In the Czech Republic, Sazka Czech will now be known as Allwyn Czech Republic Holdings, while two Sazka Group Financing (Czech Republic) businesses will be renamed Allwyn Financing Czech Republic 1 and 2.

Sazka Delta Hellenic Holdings will change its name to Allwyn Greece & Cyprus Holdings, while Rubidium Holdings Limited will rebrand to Allwyn Greece & Cyprus Holdings 2. The Rubidium Holding 2, which is focused on the Cypriot market, will also switch to Allwyn Investment Cyprus.

In addition, the Asia-facing Sazka Asia operation will be renamed as Allwyn Asia Holding.

UK National Lottery

The ongoing rebrand comes after Allwyn was last month formally awarded the UK’s fourth National Lottery licence, ending Camelot Group’s 28-year tenure as operator. The transition to a new lottery operator has now begun.

Also last month, the operator mutually agreed with special purpose acquisition company Cohn Robbins Holdings Corp to not to proceed with a previously proposed business combination.

The business said it remained committed to joining public markets in due course when conditions are more favourable, as well as to expanding its business into the US.

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