Allwyn, the multinational lottery operator, has announced further rebranding initiatives to consolidate its regional operations under the Allwyn name. Following the successful rebranding of its UK operations in December 2021, the company has now unveiled 10 additional name changes across its subsidiaries in Europe and Asia.
These efforts aim to align the company’s diverse businesses under a unified brand identity. The rebranding endeavors come in the wake of Allwyn securing the UK’s fourth National Lottery license, marking the end of Camelot Group’s long-standing tenure as operator.
Rebranding Efforts and Name Changes:
Allwyn embarked on its rebranding journey in April 2021, consolidating its UK operations under the Allwyn name. In May of this year, the company announced further name changes at the group level, while its European subsidiaries remained unaffected. However, in a recent update, Allwyn revealed 10 additional name and brand changes to enhance cohesion within its regional businesses. Some notable rebrands include:
1. Sazka Group UK Holding: Renamed as Allwyn UK Holding.
2. CAME Holding and Medial Beteiligungs (Austria): Transformed into Allwyn Austria Holding 2 and Allwyn Austria Holding 3, respectively.
3. Sazka Czech (Czech Republic): Now known as Allwyn Czech Republic Holdings.
4. Sazka Group Financing (Czech Republic): Rebranded as Allwyn Financing Czech Republic 1 and Allwyn Financing Czech Republic 2.
5. Sazka Delta Hellenic Holdings: Changed to Allwyn Greece & Cyprus Holdings.
6. Rubidium Holdings Limited: Rebranded as Allwyn Greece & Cyprus Holdings 2.
7. Rubidium Holding 2 (Cyprus): Switched to Allwyn Investment Cyprus.
8. Sazka Asia: Renamed as Allwyn Asia Holding.
National Lottery License and Future Plans:
Allwyn’s rebranding efforts coincide with the company being awarded the UK’s fourth National Lottery license, which terminated Camelot Group’s 28-year tenure as operator. The transition to a new lottery operator has commenced, marking a significant milestone for Allwyn. Additionally, Allwyn recently mutually agreed with special purpose acquisition company Cohn Robbins Holdings Corp not to proceed with a previously proposed business combination.
The company remains committed to entering public markets when conditions are more favorable and expanding its operations into the United States. These strategic endeavors will position Allwyn for future growth and capitalize on emerging opportunities in the global lottery industry.
Allwyn’s ongoing rebranding initiatives underscore its commitment to unifying its regional businesses under the Allwyn name. The recent name changes across its European and Asian subsidiaries aim to enhance brand cohesion and create a consistent identity across its operations.
With the award of the UK’s fourth National Lottery license, Allwyn has embarked on a new chapter as a lottery operator. As it progresses through its rebranding efforts and explores expansion into the US market, Allwyn is poised for continued success in the global lottery industry.