Allwyn Entertainment’s North American profile was further cemented this week as the firm rebranded Camelot Illinois and the wider Camelot Lottery Systems Group.
Acquired by the Swiss-headquartered lottery operator late last year, Camelot LS will now be rebranded as the Allwyn Lottery Systems Group, creating a cohesive company-wide brand following the integration.
Of greatest significance for Allwyn’s North American operations is the rebrand of Camelot Illinois, the operator of the Illinois State Lottery, to Allwyn North America. Although Illinois marks the only active US territory for Allwyn, the wide-ranging name suggests plans for growth in the market for the company.
“North America is an important market for Allwyn, where we see strong potential for future growth,” remarked Robert Chvátal, CEO of Allwyn Group.
“Our entry into North America builds upon Allwyn’s strong track record of successfully operating lotteries across Europe, delivering value to our customers, focusing on player protection and growing lottery returns to communities.
“Camelot Illinois and Allwyn share the same passion for generating more for good causes, and today marks an exciting step in our continued journey to achieve this under the Allwyn brand.”
The story of Allwyn’s US expansion via Camelot begins in the UK, where the company achieved a milestone in 2022 when it was named the winner of the fourth National Lottery licence contest by the UK Gambling Commission (UKGC).
This was a blow for Watford-based Camelot, which has been the sole operator of the UK National Lottery since 1993. The firm launched a legal challenge against the decision to award the next 10-year contract to Allwyn, due to commence on 1 February 2024.
However, Allwyn was able to resolve the matter by fully acquiring Camelot UK in November 2022 and Camelot LS in December from the duo’s former owner, the Ontario Teachers Pension Plan (OTTP).
The acquisition of Camelot LS included the Camelot Illinois asset, although the firm does also maintain a partnership with the Arkansas Scholarship Lottery. This transatlantic growth builds on Allwyn’s presence in Europe, where it is active in Austria, the Czech Republic, Greece, Cyprus, Italy, and as of next year, the UK.
Wayne Pickup, Allwyn North America Chief Executive, added: “We remain committed to serving our customers, engaging players and growing lottery revenue to benefit the communities they serve.
“Leveraging the global resources, expertise and talent across the Allwyn group will serve to strengthen the results we help the State of Illinois and all our customers achieve.”