The newly devised Allywn will join a roster of brands across Europe where Sazka operates, such as the Czech Republic, Greece, Italy and Austria.
Allywn has been created in collaboration with the London-based agency North, a firm that specialises in building transformational brand identities.
Sazka’s control over lottery brands across Europe has allowed it to grow revenue in each market over the last five years. Sazka says Allwyn will embody its growth and immediately incorporate the group’s services.
SAZKA Group CEO Robert Chvátal said: “I’m extremely proud of our success across Europe and I’m hopeful of continuing this journey in the UK by supporting the creation of Allwyn for the UK market.
“Since 2013, our track record has spoken for itself: huge sales growth, more people playing, billions back to governments for good causes, and a robust approach to player protection. Allwyn can bring the same sort of innovative thinking and success to the UK”.
As part of its launch, Allwyn has announced the appointment of Amanda Horton-Mastin, the CEO of Semble, to its National Lottery bid advisory board; she joins the company under the leadership of Allwyn bid chair, Sir Keith Mills.
Ms Horton-Mastin added: "I am really excited about the role Allwyn can play in helping the National Lottery support the UK to rebuild after the long-term effects of the pandemic. The National Lottery and its distributors have an excellent record of funding vital projects all across the UK both in communities and in the arts, sports and heritage sectors.
“Growing support for Good Causes is a driving force for me and all the team at Allwyn and, with SAZKA Group's digital expertise and innovative approaches, there will be excellent opportunities for developing the future Good Causes proposition in the UK."