Allwyn Digital's iGaming Strategy Under CEO Kresimir Spajic

Updated July 2026.

Allwyn Digital, the technology and iGaming arm of lottery operator Allwyn International, is consolidating the group's sportsbook, iGaming, data and product capabilities into one connected platform, according to a July 2026 interview with chief executive Kresimir Spajic published by SBC News. Spajic, who took over Allwyn Digital roughly a year earlier, said online channels now represent 37 percent of Allwyn's total net gaming revenue, rising to 52 percent on a pro forma basis once the group's PrizePicks stake is included, as the company builds toward a single reusable technology stack it can adapt market by market.

Key facts: Allwyn Digital under Kresimir Spajic

• Allwyn Digital was created to bring the group's technology, data, product, iGaming and sportsbook capabilities into one connected model, Spajic told SBC News.
• Online channels made up 37 percent of Allwyn's total net gaming revenue in 2025, rising to 52 percent pro forma once its PrizePicks stake is included.
• Allwyn's group net revenue rose 21 percent year on year to 1.204 billion euros in the first quarter of 2026, with adjusted EBITDA up 24 percent to 443 million euros.
• Spajic previously served as chief executive of Betfred US before Allwyn named him to lead its new digital business in 2025.
• Allwyn Digital's core European focus spans Austria, Cyprus, Czechia and Greece, alongside North American expansion through PrizePicks and the Illinois Lottery.

Who is Kresimir Spajic?

Kresimir Spajic is the chief executive of Allwyn Digital, the consolidated technology, data, product, iGaming and sportsbook division of Allwyn International, the multinational lottery operator that also owns the UK National Lottery and, following its merger with OPAP, Greece's national lottery. Spajic joined Allwyn from Betfred US, where he served as chief executive, bringing operating experience in the more competitive, digitally native US sports betting market to a group whose roots are in traditional, retail heavy state and national lottery monopolies.

What is Allwyn Digital's strategy?

Spajic told SBC News that Allwyn Digital exists to bring together the group's technology, data, product, iGaming and sportsbook capabilities into a more connected model, rather than running each market's digital operation as a separate silo. He said the approach is to build reusable capabilities centrally while adapting execution to local market conditions: "The strategy is consistent, but execution has to be local, to build reusable capabilities that can be adapted market by market."

How big is Allwyn's online business?

Online channels represented 37 percent of Allwyn's total net gaming revenue in 2025. Including the group's stake in American prediction market and daily fantasy platform PrizePicks on a pro forma basis, that online share rises to 52 percent, a majority of the business, reflecting how quickly digital has moved from a side channel to the group's primary growth driver alongside its traditional retail lottery network.

What are Allwyn's latest financial results?

Allwyn reported group net revenue of 1.204 billion euros for the first quarter of 2026, up 21 percent year on year, with adjusted EBITDA increasing 24 percent to 443 million euros over the same period. Spajic pointed to digital as central to that momentum, saying: "Digital is now a core growth driver for Allwyn," with the company's focus now on "turning that momentum into better products, faster innovation, more personalised experiences and responsible growth."

What deals has Allwyn Digital made recently?

Allwyn's digital expansion has been built partly through acquisition and partnership rather than organic growth alone. The group took a majority stake in PrizePicks, giving it exposure to the fast growing US prediction markets and daily fantasy sports category, and has also pursued a merger with OPAP, Greece's national lottery operator, consolidating lottery, sports betting and iGaming operations under one ownership structure in that market. Allwyn Digital also supports the group's technology partnership with the Illinois Lottery, extending its North American footprint beyond the PrizePicks deal.

Which markets is Allwyn Digital focused on?

In Europe, Spajic named Austria, Cyprus, Czechia and Greece as core markets for the digital business, reflecting the group's existing lottery footprint in those countries. Outside Europe, the strategy centers on North America, where the PrizePicks stake and the Illinois Lottery technology relationship give Allwyn Digital a foothold in a market defined by prediction markets and mobile first sports betting rather than the retail lottery terminals that anchor its European business.

How has online gambling changed, according to Spajic?

Asked about the biggest shift in the industry, Spajic pointed to rising player expectations shaped by consumer technology outside gambling entirely: "The biggest shift is that players now expect the same quality of experience they get from other digital platforms: mobile first access, intuitive design, personalisation, community and richer content." That framing positions Allwyn Digital's build out less as a lottery operator adding an app and more as a broader consumer technology company competing for attention against any other digital service, not just rival sportsbooks.

"The next step will be defined by the quality and intelligence of the experience. AI, data and gamification will all play a role." Kresimir Spajic, chief executive, Allwyn Digital, in an interview with SBC News.

What role does AI play in Allwyn Digital's plans?

Spajic identified artificial intelligence, data and gamification as the factors that will define the next phase of online gambling product development, suggesting Allwyn Digital's roadmap leans heavily on personalization and predictive tooling built on top of the group's consolidated data capabilities rather than one off feature launches. He framed this as a natural extension of the connected technology model Allwyn Digital was built to enable across the group's lottery, sportsbook and iGaming products.

How does Allwyn Digital fit into the wider Allwyn group?

Allwyn International operates national lottery licenses including the UK National Lottery and, through its merger with OPAP, the Greek National Lottery, alongside a growing sports betting, iGaming and prediction market portfolio. Allwyn Digital functions as the technology and product layer connecting those historically separate lines of business, an omni channel approach intended to let a bettor or lottery player move between products on shared infrastructure rather than treating lottery, sportsbook, iGaming and fantasy sports as unrelated businesses.

Metric	Figure	Period
Group net revenue	1.204 billion euros, up 21 percent year on year	Q1 2026
Adjusted EBITDA	443 million euros, up 24 percent year on year	Q1 2026
Online share of net gaming revenue	37 percent	Full year 2025
Online share pro forma with PrizePicks	52 percent	Full year 2025, pro forma
Core European markets	Austria, Cyprus, Czechia, Greece	2026

Why does Allwyn Digital's strategy matter for the wider industry?

Allwyn's shift illustrates a broader pattern among traditional lottery operators, who are increasingly building or buying their way into sports betting, iGaming and prediction markets rather than treating digital as an adjacent side project. With online revenue already representing a majority of the business on a pro forma basis once PrizePicks is included, Allwyn Digital's approach under Spajic offers a case study in how a state linked lottery monopoly can restructure around a single connected technology platform while still competing for attention against digitally native operators in newer categories like prediction markets.

What is next for Kresimir Spajic and Allwyn Digital?

Spajic is confirmed to appear on the Super CEO Panel at SBC Summit Lisbon, running from September 29 to October 1, 2026, where Allwyn Digital's connected platform strategy is likely to feature alongside other operators' digital transformation efforts. The panel appearance suggests Allwyn intends to keep positioning Spajic and Allwyn Digital's model publicly as the group works through its OPAP integration and continues scaling the PrizePicks partnership in the US market.

Frequently asked questions

Who is the CEO of Allwyn Digital?

Kresimir Spajic is chief executive of Allwyn Digital, having joined from Betfred US roughly a year before his July 2026 interview with SBC News.

What percentage of Allwyn's revenue comes from online channels?

Online channels represented 37 percent of Allwyn's total net gaming revenue in 2025, rising to 52 percent on a pro forma basis once the group's PrizePicks stake is included.

What were Allwyn's Q1 2026 financial results?

Allwyn reported group net revenue of 1.204 billion euros in the first quarter of 2026, up 21 percent year on year, with adjusted EBITDA up 24 percent to 443 million euros.

What markets does Allwyn Digital operate in?

Allwyn Digital's core European markets include Austria, Cyprus, Czechia and Greece, with North American expansion through its PrizePicks stake and a technology partnership with the Illinois Lottery.

What role will AI play in Allwyn Digital's products?

Spajic said AI, data and gamification will define the next phase of online gambling product development, underpinning more personalized and intelligent player experiences across Allwyn Digital's platforms.