Allwyn launches creative agency pitch to drive global growth

Allwyn International has announced a large-scale review of its global creative strategy, with the aim of supporting the growth of its business and brands in regions around the world.

Tatiana-Vivienne Jouanneau, who was recently named group chief brand officer at Allwyn, will lead the initiative. This will see a select group of international agencies invited to take part in a creative agency pitch.

Those that participate will work with the lottery operator to refresh its brand positioning and strengthen its wider market presence, focusing on building a clearer long-term brand platform as Allwyn continues to expand and diversify its offering globally.

“Allwyn is evolving into a global brand shaped by creativity, culture and community,” Jouanneau said in a statement Friday. “We bring a 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; a partner that will challenge us, inspire us, and help unlock the 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.”

Continuing evolution at Allwyn

The initiative comes at a time of significant change for Allwyn, following a series of major developments and acquisitions.

Allwyn is on the cusp of one of the largest mergers in lottery history as a combination with OPAP edges closer. The companies announced the merger in October 2025, saying it would create a combined business worth €16 billion ($19.1 billion).

Both the Allwyn and OPAP boards have approved the deal, while this month the companies reported “strong” support among shareholders. It was also confirmed OPAP will redomicile to Allwyn’s home of Luxembourg and be renamed Allwyn AG.

Meanwhile, Allwyn also acquired a majority stake in daily fantasy sports (DFS) operator PrizePicks last year. This provided Allwyn with access to the US DFS and betting space. Previously, its only other link to the US was its Illinois Lottery operation

Additionally, it established its new Allwyn Digital division, led by ex-Betfred US CEO Kresimir Spajic. As for the UK, where it holds the National Lottery licence, it carried out major tech upgrades across the lottery’s retail and digital systems.