Allwyn International has initiated a review of its creative advertising strategy, calling on agencies to pitch for a new account representing its transformed corporate identity.
The review is being led by Allwyn’s executive team under the guidance of new group Chief Brand Officer Tatiana-Vivienne Jouanneau, who joined the company following senior brand executive roles at technology conglomerate Logitech.
The enlarged lottery and gaming group has invited “a select number of leading international agencies to participate in a competitive pitch process aimed at defining a new global creative platform.”
The company has previously worked with VCCP and Publicis Groupe’s Leo Burnett UK, among others.
Allwyn’s review is expected to cover the strategic marketing disciplines of brand positioning, and long-term creative direction. It will also cover how campaigns are developed to fit with Allwyn’s corporate profile as chief operator of lottery contracts in the UK, Czech Republic, Greece and Austria.
The company stated the review reflects its ambition to “unlock a new phase of strategic and creative development”. The firm is accelerating its transition from a collection of national lottery operations into a unified global gaming entertainment brand.
New advertising, new Allwyn
The creative review comes at a pivotal moment for the group. In February, Allwyn formally closed its merger with OPAP, enlarging its shareholding in OPAP SA to 78% under a new corporate structure. The transaction represents a strategic consolidation of Allwyn’s European assets and strengthens its balance sheet as it pursues global expansion.
As part of the combination, Allwyn began its listing on the Athens Stock Exchange under the OPAP domain. The board continues to assess further capital markets options to amplify investment capacity, including the potential pursuit of a new IPO in either the US or on the London Stock Exchange, signalling ambitions that extend beyond its European stronghold.
Alongside its capital markets manoeuvres, the group continues to execute on major operational programmes. In the UK, Allwyn has entered phase two of its technical and systems upgrade of the National Lottery, a core commitment under its National Lottery licence.
The overhaul focuses on modernising lottery purchase systems for retailers and introducing new in-store concepts tailored to mass-market supermarket environments.
The project is being co-led with long-term technology partner Scientific Games, as Allwyn seeks to deliver a fully upgraded retail infrastructure capable of supporting digital integration, improved player journeys and enhanced operational efficiencies.
These developments sit alongside Allwyn’s diversification strategy, including its acquisition of US daily fantasy sports operator PrizePicks and its high-profile global sponsorship agreements with Formula One and the McLaren F1 Team.
The outcome of its creative agency review is deemed as a principal directive in 2026, that will define how Allwyn communicates this next chapter to investors, regulators and a new generation of global consumers.
Commenting on the pitch process, Jouanneau said: “Allwyn is evolving into a global brand shaped by creativity, culture and community. We bring tangible momentum, passion and a drive to shape the future of our industry.
“We’re looking for a partner that combines strategic depth with an outstanding creative mission to find a partner that will challenge us, inspire us and help unlock bold, consumer-first creativity that can take Allwyn onto the world stage — as we pursue our vision of being the leading global gaming entertainment company.”