Allwyn's Digital-First Strategy: CEO Spajic Outlines Innovation and Omnichannel Vision

Allwyn, the operator of the UK National Lottery, formally established its dedicated Digital division in 2025, signalling a strategic pivot to embed digital capability at the heart of its business model. Kresimir Spajic, Chief Executive Officer of Allwyn Digital, explained to SBC News that the unit was created to unify the group’s technology, data, product, iGaming and sportsbook functions into a more cohesive operating model.

Digital as Core Growth Driver

Spajic described digital as “a core growth driver” for Allwyn, backed by recent financial performance: in Q1 2026, group net revenue rose 21% year-on-year to €1.204bn, while adjusted EBITDA increased 24% to €443m. He emphasised that the division’s priority is to turn that momentum into better products, faster innovation and more personalised experiences across regulated markets.

Online net gaming revenue (NGR) accounted for 37% of Allwyn’s total NGR in 2025, and on a pro forma basis including PrizePicks and other interests, that share reached 52%. Spajic stressed that digital is no longer a peripheral channel but central to the industry’s evolution.

Expanding into Prediction Markets and DFS

Late last year, Allwyn acquired a majority stake in US daily fantasy sports operator PrizePicks. Through PrizePicks’ partnerships with Kalshi and Polymarket, Allwyn became one of the first European gambling PLCs to gain a direct foothold in prediction markets, a nascent but rapidly growing vertical. This move, Spajic noted, reflects Allwyn’s willingness to embrace a diversified product portfolio that appeals to new audiences.

Technology Stack and Personalisation

Spajic identified data analytics, AI, and cloud architecture as the leading technologies reshaping iGaming today. Data enables better understanding of player behaviour, while AI supports personalisation, churn prediction, fraud detection, and player protection. Cloud platforms allow faster scaling of products across markets. Allwyn’s focus, he said, is not technology for its own sake but using proprietary platforms, data, and AI to create better user experiences and more responsible engagement.

Local Adaptation within a Global Framework

While Allwyn’s digital strategy is consistent, execution varies by market. The company is building a shared technology and product model that can be adapted to local regulation, player behaviour, and product maturity. Allwyn already holds strong positions across Europe—including Austria, Cyprus, Czechia, and Greece—and is expanding in North America through PrizePicks and the Illinois Lottery. Spajic emphasised that the goal is not to force the same product everywhere but to create reusable capabilities.

The Omnichannel Future

Spajic rejected the notion that players are exclusively online or land-based. Instead, they choose based on convenience, trust, and experience quality. Retail offers social interaction; digital offers immediacy and personalisation. The future, he argued, lies in a connected omnichannel experience where retail and digital reinforce each other. Digital can provide convenience, better recommendations, smarter CRM, and stronger responsible-play tools, while physical venues retain atmosphere and social value.

Innovation and Regulation: Not Opposing Forces

Asked whether innovation is outrunning regulation, Spajic responded that the two are complementary. Good regulation protects players and gives responsible operators the certainty to invest long term. Allwyn’s advantage, he said, is its experience operating in regulated markets under long-term licences. The challenge is to keep innovating while maintaining transparency and trust.

Looking Ahead: SBC Summit Lisbon

Spajic will participate in the Super CEO Panel at SBC Summit Lisbon (29 September – 1 October 2025). He described the industry as being at a fascinating point where technology, regulation, capital allocation, and consumer expectations are shifting rapidly, creating both opportunity and pressure. He will share Allwyn’s perspective as a lottery-led gaming entertainment group investing behind digital, data, and responsible innovation.