The former Chief Technology Officer of Betsson Group has taken on the same role at Allwyn.
The Swiss-based multinational lottery company has hired Fredrik Ögren in the c-level role, where he will work closely with the Chief Executive Officer of Allwyn Digital, Kresimir Spajic.
Digitisation has become a top priority for Allwyn, leading to the creation of Allwyn Digital, headed up by former Betfred USA CEO Spajic, in September 2025.
Ögren has been tasked with leveraging his experience in driving digital technology transformations at large companies to drive Allwyn’s own digital ambitions.
This will include working closely with teams heading up Allwyn’s various markets – from Greece to the UK, Austria to the US – and use technological expertise to support product development.
“I am thrilled to be joining Allwyn at such an exciting stage in its growth journey,” said Ögren.
“Technology plays a critical role in creating great player experiences, enabling innovation and supporting long-term business success.
“I look forward to working with colleagues across the Group to build an even more connected technology ecosystem, strengthen our capabilities and help deliver the next phase of Allwyn’s growth.”
New lead for Allwyn’s digital ambitions
Allwyn’ heritage is in lottery operations, a historically retail dominated vertical – something that is still the case in many markets.
Digitisation is catching up with the lottery sector, however, with digital sales now accounting for 51% of all sales at the Allwyn UK-operated National Lottery.
Allwyn’s digital ambitions extend beyond lotteries, however.
The firm has been eyeing up a sportsbook acquisition for some time, with its bid to become a majority shareholder in Novibet falling short after regulatory intervention.
It has also expanded into US daily fantasy sports (DFS) and prediction markets sector, a digitally native industry, via last year’s takeover of PrizePicks.
Ögren takes on this digital remit from Allwyn’s Interim CTO, Brett Cross, who will now work with his successor in a dual role of Deputy Group CTO and CTO of Global Lottery.
“We’re delighted to welcome Fredrik to Allwyn,” Allwyn Digital CEO Spajic remarked.
“He brings deep industry experience, strong technical expertise and a proven track record of leading technology transformation across global organisations.
“His appointment is an important step in building a more scalable technology platform across the Group, helping us deliver even better experiences for our customers and partners.
“I’d also like to thank Brett Cross for his leadership as interim Group CTO and congratulate him on his new role as CTO of Global Lottery. Together, Fredrik and Brett form a strong technology leadership team for the next phase of Allwyn’s growth.”
