Allwyn Goes All-In on Digital: Growth Driver and Strategic Shift in Gambling

Allwyn, known as the operator of the UK National Lottery, has initiated a paradigm shift. A dedicated digital gaming division was established in 2025. This reorientation underscores the growing importance of the online segment for the company's success. Kresimir Spajic, CEO of Allwyn Digital, sheds light on this development. He offers insights into how the multinational gambling company addresses new trends. Spajic will present his comprehensive findings at the SBC Summit Lisbon in September.

For Allwyn, digital is now a central growth driver. Spajic articulates a clear priority. The group integrates its technology, data, product, iGaming, and sports betting capabilities. The goal is a more connected model. The focus is on making this model more scalable. This includes stronger leadership and clearer product ownership. A shared technological backbone is intended to support multiple markets over time.

Numbers and facts

The figures speak for themselves. In Q1 2026, Allwyn recorded a 21% year-on-year increase in net revenue. This reached €1.204 billion. Adjusted EBITDA rose by 24% to €443 million. The online business contributes significantly to this. As early as 2025, online Net Gaming Revenue (NGR) accounted for 37% of total NGR. Pro forma, including PrizePicks and other interests, it was even 52%. Online gambling is thus no longer a side aspect. It is rather a central engine of industry evolution.

Allwyn is not only digitalizing but also diversifying its portfolio. The majority stake in US Daily Fantasy Sports (DFS) operator PrizePicks at the end of last year is a clear sign. Allwyn thereby enters new territory for European companies. Additionally, Allwyn positions itself as one of the first European gambling PLCs with direct access to prediction markets. This is achieved through PrizePicks' partnerships with Kalshi and Polymarket.

Background

Kresimir Spajic emphasizes that online gambling has changed significantly over the last 20 years. It evolved from a relatively simple transactional product into a complex digital entertainment ecosystem. Players today expect a similar quality to other digital platforms. This includes mobile-first access, intuitive design, personalization, community features, and richer content. For operators, this means: stronger technology, better data, and faster product development.

Allwyn uses advanced technologies to improve the player experience. Data analytics enables a better understanding of player behavior. This allows the delivery of more relevant content and recommendations. Artificial intelligence (AI) supports personalization, churn prediction, fraud detection, and customer service. Cloud and platform architectures facilitate the scaling of products across different markets. This accelerates the introduction of new features.

"At Allwyn, we see this very clearly in the shift toward digital channels. Online NGR represented 37% of total NGR in 2025, and pro forma for PrizePicks and other interests it was 52%. So, this is no longer a side channel, it is central to how the industry is evolving." - Kresimir Spajic, CEO of Allwyn Digital

Allwyn's strategy is consistent, but execution must be localized. Each market has its own regulations, player behavior, and product maturity. Allwyn aims to build reusable capabilities that can be adapted across markets. The company is already strongly represented in Europe, including Austria, Cyprus, Czechia, and Greece. In North America, Allwyn is expanding through PrizePicks and the Illinois Lottery.

Why it matters for German players

Allwyn's focus on highly regulated markets and responsible digital growth is fundamentally positive. German players have been operating in a strictly regulated environment since the State Treaty on Gambling 2021 (GlüStV 2021). The Joint Gambling Authority of the Federal States (GGL) licenses and monitors online gambling providers. This ensures player protection and safety. For players, this means: Only providers with a German GGL license are legal and safe. They are subject to strict requirements. These include betting limits of 1 Euro per spin for online slot machines. A monthly deposit limit of 1,000 Euros is also in place. All of this is centrally monitored via the LUGAS system. Allwyn's approach of using technology and data for player protection and responsible gaming aligns well with these German standards.

What it means for GGL-licensed casinos

For GGL-licensed casinos, the developments at Allwyn are relevant. Allwyn's digitalization steps demonstrate the importance of a robust technological infrastructure. Adapting to specific market needs is also crucial. German providers must also use innovative technologies to enhance the player experience. At the same time, they must comply with strict GGL guidelines. This includes personalization, efficient data analysis, and strong player protection measures. Allwyn's omnichannel approach, which combines land-based and digital offerings, could also be a forward-looking strategy for German gambling companies. It's about meeting customer needs across all channels. The focus remains on responsible gambling and strict regulation.