Allwyn Launches Global Creative Agency Pitch
UK.-Â February 24, 2026 www.zonadeazar.com The lottery operator initiates a strategic review of its global brand positioning to support ongoing expansion and corporate transformation.
Overview
Allwyn International announces a comprehensive review of its global creative strategy aimed at strengthening brand growth across multiple markets. The initiative is led by Tatiana-Vivienne Jouanneau, recently appointed Group Chief Brand Officer, who oversees a selective pitch process involving international creative agencies.
Details / Context
As part of the process, a selected group of agencies will collaborate with Allwyn to refresh its brand positioning and build a clearer long-term brand platform. The objective is to reinforce the company’s global presence as it continues to expand and diversify its portfolio within the regulated gaming and entertainment sector.
Company leadership emphasizes the search for a partner combining strategic depth with strong creative capabilities, capable of supporting a consumer-focused vision aligned with Allwyn’s ambition to become a leading global gaming entertainment company.
The review takes place amid significant corporate evolution. Allwyn is progressing toward one of the largest mergers in lottery history following the announcement in October 2025 of its combination with OPAP, creating a business valued at approximately €16 billion. Both boards have approved the transaction, with strong shareholder backing reported. OPAP is set to redomicile to Luxembourg and be renamed Allwyn AG.
In parallel, Allwyn acquired a majority stake in daily fantasy sports operator PrizePicks, expanding its footprint in the US DFS and betting market, where it already operates the Illinois Lottery. The company also established its Allwyn Digital division, led by Kresimir Spajic, and implemented major technology upgrades across the UK National Lottery’s retail and digital systems.
Future Outlook
The creative review forms part of a broader strategy to align Allwyn’s global brand identity with its expanding international scale. As mergers, acquisitions and digital investments reshape its structure, the company aims to reinforce its competitive positioning through a renewed and cohesive brand platform.
Zona de Azar will continue to report on strategic developments shaping the international lottery, betting and iGaming sectors.
Edited by @pererarte   www.zonadeazar.com