Allwyn Digital Outlines Lottery Technology Strategy

Allwyn Digital Chief Executive Officer Kresimir Spajic has outlined the specialty division's strategic technology focus following its foundation in 2025 to support Allwyn brands globally. Spajic highlighted the necessity for lottery operators to adopt stronger technology, utilizing data, analytics, and artificial intelligence to drive the player experience and improve operator decision-making across regulated markets. This technological push underpins the recent digital and retail revamp of the UK National Lottery, which is operated by Allwyn UK under a 10-year licence.

Key Takeaways

Allwyn Digital was founded in 2025 to supply technology to Allwyn brands.
Online net gaming revenue accounted for 37 percent of total NGR in 2025.
The company operates across European markets and the Illinois Lottery.

Proprietary Platforms and Artificial Intelligence Integration

According to Spajic, data and analytics allow international lottery platforms to understand player behavior more effectively and deliver relevant content recommendations. Artificial intelligence is being utilized to support personalization, churn prediction, fraud detection, customer support, efficiency, and player protection measures.

Cloud and platform architecture are also making it easier to scale products across markets and introduce new features at a faster pace. For Allwyn, the operational focus relies on utilizing proprietary platforms, data, and AI to create better user experiences, faster product development, and more responsible engagement across regulated markets, rather than pursuing technology for its own sake.

Local Execution Across European and North American Markets

While Allwyn Digital maintains a consistent overarching strategy, Spajic noted that execution must remain localized. The company is building a shared technology and product model designed to adapt to specific market regulations, varying player behaviors, and different levels of product maturity. Instead of forcing a single product everywhere, Allwyn is building reusable capabilities that can be customized market by market.

The gaming multinational already holds complementary positions across Europe, with operations in the Austria lottery market, Cyprus, Czechia, and Greece. In North America, Allwyn is building its presence through PrizePicks and the Illinois Lottery. Spajic stated that the common thread across these jurisdictions is industry expertise, regulated-market discipline, stronger digital product capability, and the ability to scale successful initiatives.

Digital NGR Growth and SBC Summit Lisbon Appearance

The lottery sector has transformed over the past two decades into a sophisticated digital entertainment ecosystem, with players now expecting mobile-first access, intuitive design, personalization, community, and richer content. This shift is reflected in Allwyn's financial metrics, where online net gaming revenue (NGR) represented 37 percent of total NGR in 2025. When calculated pro forma for PrizePicks and other interests, this figure reached 52 percent, demonstrating that digital operations are central to industry evolution rather than a secondary channel.

Spajic will detail further insights regarding capital allocation, consumer expectations, and where industry growth will come from next during the Super CEO Panel at the SBC Summit Lisbon. The event, which gathers 40,000 attendees, takes place in Portugal from September 29 to October 1. Spajic plans to share Allwyn’s perspective as a lottery-led gaming entertainment group investing behind digital, data, and responsible innovation.