Allwyn, a prominent European lottery operator, has expanded its reach into the U.S. market by acquiring Camelot Lottery Solutions, the company responsible for managing the Illinois Lottery. Completed in early 2023, this acquisition forms a key part of Allwyn's ambitious North American expansion strategy. Camelot Illinois, a subsidiary of Camelot Lottery Solutions, will now operate under the name Allwyn North America. This rebranding aligns with Allwyn's vision of becoming a leading lottery operator in the United States.
By integrating Camelot’s operations, Allwyn North America aims to leverage its European expertise to maximize lottery revenues in Illinois while supporting local communities. Wayne Pickup, CEO of Allwyn North America, emphasized the company’s commitment to growing lottery returns for community causes. The rebrand allows Allwyn to bring its innovative technology, customer insights, and responsible gaming practices to Illinois and future North American operations.
Allwyn has made waves across Europe, managing lottery operations in several countries, including Austria, Greece, the Czech Republic, and the U.K. Recently, Allwyn secured the license to operate the U.K. National Lottery beginning in February 2024, further solidifying its position as a powerhouse in the global lottery industry. This expertise and strong track record will be instrumental as Allwyn seeks to replicate its success in the U.S.
With Chicago as its North American headquarters, Allwyn is poised to explore additional growth opportunities within the U.S. lottery market, where 46 states currently operate lotteries. This acquisition underscores Allwyn’s commitment to expanding its footprint in the U.S., combining global expertise with local engagement to grow lottery revenues responsibly and sustainably.
In summary, Allwyn’s acquisition of Camelot Lottery Solutions is a strategic move that not only broadens its presence but also enhances its ability to support good causes through innovative lottery solutions tailored for the North American market.
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