From UK Roots to Global Reach: Allwyn’s Bold Expansion into Digital Lottery Markets
In recent years, few names in the lottery industry have made headlines quite like Allwyn — the company that took the reins of the UK National Lottery and is now setting its sights on new frontiers abroad. As the brand solidifies its place in British retail and digital lottery operations, its global ambitions are becoming increasingly clear — with the United States emerging as a major focus.
The story begins in familiar territory. In 2023, Allwyn formally took over from Camelot, the long-time operator of the UK National Lottery. This marked a historic shift in one of the most tightly held contracts in UK gaming history. Camelot had managed the lottery since its inception in 1994, building it into one of the most successful state-run lottery programs in the world. But Allwyn’s bold bid promised more — more innovation, more digital growth, and more returns to good causes.
Since then, Allwyn has wasted no time delivering on that promise. The company has invested heavily in digital transformation, aiming to make the National Lottery more accessible to younger and tech-savvy audiences while maintaining the trust and reliability that regular players depend on. From mobile app enhancements to the introduction of new draw formats and instant-win games, Allwyn’s presence in the UK has been defined by modernisation — without compromising on tradition.
But what’s happening across the Atlantic has become equally important. Allwyn has begun planting deep roots in the United States, a lottery market full of potential but fragmented by state-level regulation and decades-old infrastructure. In 2023, Allwyn acquired Camelot Lottery Solutions, the company that operates the Illinois Lottery, rebranding it as Allwyn North America and instantly giving the UK-born operator a foothold in one of the most active lottery markets in the U.S.
The move was more than a business acquisition — it was a signal of intent. Allwyn is not content to be a regional leader. It wants to reshape how lotteries operate worldwide, with digital innovation as the cornerstone of its strategy.
Earlier this year, the company launched Allwyn Digital, a new division focused exclusively on digital lottery, iGaming, and sports betting. To lead it, Allwyn brought in Kresimir Spajic, a seasoned gaming executive with deep U.S. market experience. His mandate? To accelerate Allwyn’s growth in digital markets, beginning with North America.
With its presence in Illinois, partnerships with the DC Lottery, and content delivery deals with the Michigan Lottery, Allwyn is already proving it can succeed in complex regulatory environments. In D.C., the company now supplies a range of custom e-instant games, while in Michigan, its content appears via a digital supplier partnership — putting Allwyn’s lottery innovations directly into the hands of American players.
Still, the U.S. presents unique challenges. Unlike the UK, where the National Lottery operates nationwide, the U.S. lottery system is managed at the state level, creating a patchwork of rules and digital readiness. Only a handful of U.S. states currently allow full online lottery sales, and efforts to legalise broader online lottery retail have been slower than in the casino and sports betting sectors. However, with growing consumer demand and increasing political will to modernise state revenue systems, change is on the horizon — and Allwyn is perfectly positioned to be a leading provider when that change comes.
From a UK perspective, this global growth represents more than just expansion — it’s a testament to the strength and trust in the Allwyn brand. For players, retailers, and lottery fans back home, it shows that the company responsible for their favourite draws and scratchcards is also setting the standard globally. It also means British lottery technology and operational expertise are now influencing markets thousands of miles away.
What does this mean for UK lottery players and retailers?
In the short term, Allwyn’s international expansion won’t change how the UK National Lottery operates day-to-day. But in the long term, the company’s innovations abroad — especially in digital game formats, player engagement tools, and mobile integration — may well make their way back to the UK. It could mean new games, smoother digital interfaces, and better ways to connect with players — all shaped by global best practices.
As Allwyn continues to grow its digital footprint and bring its expertise to new jurisdictions, it remains firmly rooted in its original mission: to run lotteries responsibly, maximize returns to good causes, and make playing more fun, accessible, and secure.
With the global lottery market undergoing rapid transformation, Allwyn isn’t just keeping up — it’s leading the charge.
