The Czech lottery behemoth Sazka Entertainment has rebranded its entire enterprise as Allwyn, effective immediately.
Sazka Entertainment has been rechristened Allwyn, with the operator stating the new moniker reflects its progression from a pan-European lottery operator to a global enterprise.
Sazka declared in April that it would be merging its UK operations under the new Allwyn branding as it vies for the market’s newest National Lottery license.
Now, the brand will expand to the entire business, but its individual brands will persist and continue to operate without any alterations.
Headquartered in the Czech Republic, Allwyn also operates in Austria, Greece, Cyprus and Italy.
Allwyn is seeking to enter the UK market by bidding for the fourth National Lottery license.
Allwyn announced its bid intentions last October and faces competition from three other operators, with the National Lottery confirming in October this year that it had received four final license applications.
The National Lottery did not divulge the identities of these applicants, but alongside Allwyn, Italian lottery operator Sisal, pan-European lottery and health lottery operator Northern Shell have applied. India’s Sugal & Damani applied but later withdrew from the contest.
Camelot, the present license owner, completed the selection survey in October 2020, but has not disclosed if they will submit a proposal.
Allwyn, a rival, employed Lord Sebastian Coe as their inaugural independent board member in September.
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