Sazka Entertainment Rebrands to Allwyn
The Czech lottery giant Sazka Entertainment has rebranded its entire enterprise to Allwyn, effective immediately.
Allwyn, formerly known as Sazka Entertainment, declared the rebranding to reflect its progression from a pan-European lottery operator to a worldwide business.
The operator stated the new name mirrors its transformation from a pan-European lottery operator to a global enterprise.
Sazka declared in April that it would be merging its UK operations under the new Allwyn brand, as it competes for the market’s newest national lottery license.
The brand will now extend across the entire business, but its individual brands will remain and continue to operate without any modifications.
Headquartered in the Czech Republic, Allwyn also operates in Austria, Greece, Cyprus and Italy.
Allwyn is seeking to enter the UK market by bidding for the fourth national lottery license.
Allwyn announced its bid intention last October and faces competition from three other operators, with the National Lottery confirming in October that it had received four final license applications.
The National Lottery did not reveal the identities of the applicants, but besides Allwyn, Italian lottery operator Sisal, pan-European lottery and health lottery operator Northern Shell have also applied. India’s Sugal & Damani applied but later withdrew from the competition.
Camelot, the present license owner, completed the application procedure in October 2020. They have not revealed if they will attempt to retain the license.
Lord Sebastian Coe joined the board of Allwyn in September. He is the first independent member on the board.
You can subscribe to the iGaming newsletter.
