SAZKA Announce Allwyn As It’s New UK Identity In National Lottery Efforts

As the Czech gambling conglomerate SAZKA extends its efforts to win the fourth National Lottery licencing competition, it has established ‘Allwyn’ as its current UK market corporate identity.

SAZKA announced Allwyn as its new business subsidiary Tuesday, consolidating all of its UK activities and properties into a single strategic entity. It has been added to its portfolio, which already includes OPAP (Greece), Lotto Italia, Casinos Austria, and SAZKA’s Czech home market assets.

In a statement that it said it has a “tailored brand relevant for the local market, and its lottery operating companies are staffed by experienced local team members who understand the latest market trend and drivers.”

Allwyn to head National Lottery pursuit

The bid for the National Lottery will be pursued by Allwyn in the future, with Sir Keith Mills heading the bid committee.

Sir 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.”

SAZKA defended its position as the best lottery steward at the launch of Allwyn, citing its track record of delivering record sales growth in each region over the last five years – “far exceeding the average European lottery market growth.”

European expansion

SAZKA Group CEO Robert Chvátal said: “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.”

SAZKA also revealed that Amanda Horton-Mastin, the former Event Director of Comic Relief, had joined its National Lottery advisory board to provide input and oversight on good cause orders, further bolstering its UK ambitions.

Advisory board

On the Allwyn National Lottery bid advisory board, Horton-Mastin joins Justin King CBE, Brent Hoberman CBE, and Charles Garland, the new CEO of corporate and community fundraising organisation Semble.

“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,” said Horton-Mastin.

“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.”