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Camelot Illinois rebrands as Allwyn North America

| By Robert Fletcher
Multi-national lottery operator Allwyn has announced that Camelot Illinois is to rebrand as Allwyn North America as part of the continued integration of Camelot Lotteries Solutions (Camelot LS).
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Allwyn acquired US-facing Camelot LS from the Ontario Teachers’ Pension Plan board earlier this year. This led to Camelot US being renamed as Allwyn Lotteries Solutions.

According to Allwyn, the rebranding of Camelot Illinois brings the business in line with its wider, North American operations. Allwyn adds the name change will help it to achieve greater brand recognition in North America.

The Allwyn North American management team, business focus, products and services have remained unchanged since the acquisition closed.

“North America is an important market for Allwyn, where we see strong potential for future growth,” Allwyn Group CEO Robert Chvátal said. “Our entry into North America builds upon Allwyn’s strong track record of successfully operating lotteries across Europe, delivering value to our customers, focusing on player protection and growing lottery returns to communities. 

“Camelot Illinois and Allwyn share the same passion for generating more for good causes. Today marks an exciting step in our continued journey to achieve this under the Allwyn brand.”

Allwyn North America chief executive Wayne Pickup added: “We remain committed to serving our customers, engaging players and growing lottery revenue to benefit the communities they serve. 

“Leveraging the global resources, expertise and talent across the Allwyn group will serve to strengthen the results we help the state of Illinois and all our customers achieve.”

Allwyn gearing up to take over UK National Lottery

The acquisition of Camelot LS came shortly before the group also purchased Camelot UK in February this year. Allwyn first reached an agreement to purchase the business back in October 2022.

The agreement covered all Camelot’s UK operations, including current rights to operate the National Lottery until February 2024. Allwyn is taking over from this date, after it secured the fourth National Lottery licence

Confirmation of the latest rebrand comes after Allwyn in September also finalised its UK leadership team. This is ahead of it taking control of the country’s National Lottery licence.

The team includes Andria Vidler, who was named as the replacement for interim UK CEO Chvátal in July. Alan Artz also joined Allwyn as chief financial officer this summer from William Hill. 

Lotto New Zealand CEO Chris Lyman will become chief operating officer. Mark Smith, currently group chief technology officer at commercial broadcaster ITV, will start in the same role in November.

Other key figures include chief assurance and participant protection officer Gaby Heppner-Logan and chief commercial officer Lucy Buckley. Martin Novak will be interim chief data officer and Alastair Ruxton will be chief strategy and corporate affairs officer.

The team also features chief people officer Sam Sheriff, general counsel Harry Willits and operations director Jenny Blogg. In addition, Eddie Bennett and Paul Lumb will serve as transformation directors for operations and technology, respectively.

The new leadership came into effect from 1 October.

  • Regions:
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