SAZKA Group strengthens UK market presence with creation of British brand Allwyn

SAZKA Group has created Allwyn, a new British corporate identity that will bring together parts of SAZKA Group's UK operations under a single brand.

LONDON – SAZKA Group has created Allwyn, a new British corporate identity that will bring together parts of SAZKA Group's UK operations under a single brand.  

Allwyn joins a roster of trusted brands across Europe where SAZKA Group provides the backbone to thriving lottery operations, including in the Czech Republic, Greece, Cyprus, Italy, and Austria. In markets where SAZKA Group operates, it has a tailored brand that is relevant to the local market, and its lottery operating companies are staffed by experienced local team members who understand the latest market trends and drivers.

SAZKA Group’s stewardship of iconic lottery brands across Europe has enabled it to grow[1] revenue in each market across the last five years, far exceeding the average European lottery market growth. This success has been driven by embracing the power of digital technologies, growing retail networks, and active community investment and engagement. The Allwyn brand embodies these values and will tap into a deep well of knowledge and expertise across a Group that utilises 63,000points of sale, operates industry-leading digital platforms, and serves a total potential market of over 79 million adults, bringing in annual sales of over €17bn in 2019.[2]  

By revitalising struggling entities like the national lottery in the Czech Republic, and state-run lotteries in Greece and Austria, SAZKA Group has a track record of entering new markets and making lotteries better and safer through the use of digital technologies. This approach saw SAZKA Group safely increase online sales of draw-based games across all of its markets by over 134% between 2015-2019.  

SAZKA Group's experience of operating in diverse consumer environments gives it the ability to bring different demographics together through a shared love of playing lotteries.  This knowledge and experience has also helped inform the creation of Allwyn.

SAZKA Group is bidding for the UK's Fourth National Lottery Licence as part of the competition currently being run by the Gambling Commission.  

As part of its launch, Allwyn is announcing the appointment of Amanda Horton-Mastin, who spent over 20 years at Comic Relief and is the current CEO of Semble, to its bid advisory board. Ms. Horton-Mastin joins Justin King CBE, Brent Hoberman CBE, and Charles Garland under the leadership of Allwyn bid chair Sir Keith Mills.  

Commenting on her appointment, Ms. Horton-Mastin said, "I am really excited about the role that Allwyn can play in helping the National Lottery support the UK to rebuild after the long-term effects of the pandemic. The National Lottery and its distributors have an excellent record of funding vital projects all across the UK both in communities and in the arts, sports and heritage sectors. Growing support for Good Causes is a driving force for me and all the team at Allwyn and, with SAZKA Group's digital expertise and innovative approaches, there will be excellent opportunities for developing the future Good Causes proposition in the UK."

Commenting on the announcement, Allwyn’s Bid Advisory Board Chair Sir Keith Mills said: “At Allwyn, as part of SAZKA Group, we make lotteries better so that they can serve as a force for good. We often do this by bringing the fun back to lotteries that have lost their spark, while always safeguarding our players – ensuring sustainable growth and more money to good causes along the way. We bring a fresh perspective to lotteries, one that is powered by vast experience in different consumer environments. With innovative partners still to come on board, an experienced steward in SAZKA Group – Europe’s leading lottery operator – and an impressive advisory board that includes Justin King and Brent Hoberman, Allwyn is building an exciting future proposition for the UK market."  

SAZKA Group’s CEO Robert Chvátal added: “I’m extremely proud of our success across Europe and I’m hopeful of continuing this journey in the UK by supporting the creation of Allwyn for the UK market. Since 2013, our track record has spoken for itself: huge sales growth, more people playing, billions back to governments for good causes, and a robust approach to player protection. Allwyn can bring the same sort of innovative thinking and success to the UK”.  

The Allwyn brand has been created in collaboration with North, a London based agency that specialises in building transformational brand identities.  

North’s Director explained the creative thinking behind Allwyn: "The name Allwyn was inspired by an old Anglo-Saxon word meaning wise friend or guardian. And of course, the two parts to the name also suggests making something better for everyone. The lowercase contemporary visual expression of Allwyn is confident and bold, a strong and true representation of an organisation driven by innovation and technology”.

[1] Gross gaming revenues in each of its businesses has increased by a compound annual growth rate of between 2% and 13% and EBITDA by a compound annual growth rate of between 8% and 15% during the period that they have been under the group’s ownership (through the year ended 31 December 2019).
[2] Amounts staked placed with companies in which SAZKA Group holds an ownership interest.

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