In a strategic move to bolster its presence in the gaming industry, Allwyn, known previously as SAZKA Group, has officially announced the acquisition of a majority stake in Instant Win Gaming (IWG), a leading supplier of online instant win games to national and state lotteries globally. While the financial specifics of the transaction haven’t been revealed, Allwyn is set to finance the investment using its existing financial resources, and aims to finalize the deal in the second half of the year.
IWG boasts a substantial portfolio, with over 250 game titles, delivering a range of instant win games that have found their way into the offerings of more than 25 lotteries around the world. IWG’s impressive performance is reflected in their financial results, with the company reporting £18.2 million in EBITDA for the year ending 30 April 2023.
The acquisition is a clear indicator of Allwyn’s ambitions to enhance its market position by leveraging high-quality content across its group, according to Stepan Dlouhy, Allwyn’s chief investment officer. With this agreement, Allwyn aims to augment the user experience for players in international markets and establish itself as the operator of choice for lottery gaming services.
Integral to the deal, IWG co-founders Rhydian Fisher and Simon Bucknall will retain their current roles within the company, with Fisher continuing as the CEO and Bucknall serving as the chief operating officer. Their expertise and creative prowess are assets that Allwyn values, with Dlouhy expressing excitement over the potential to explore new creative opportunities in the sector under their guidance.
Mr. Fisher shared in the sentiment, noting the partnership with Allwyn is a driving force to elevate IWG’s status and offerings. The synergy between Allwyn’s deep understanding of lottery consumers and IWG’s innovative games indicates a promising future for both players and existing partners, opening doors to novel possibilities crafted by their team.
This significant deal comes on the heels of Allwyn’s recent milestone in taking the helm of the UK National Lottery, succeeding previous operator Camelot. Allwyn emerged victorious after a competitive process that saw it fend off bids from established players like Camelot, which has been synonymous with the National Lottery since its inception in 1994, as well as The New Lottery Company and Sisal from Italy.
Despite Camelot losing the bid to continue running the National Lottery, it will continue to have a presence within the Allwyn family, following several acquisition agreements by Allwyn. Notably, Allwyn acquired both Camelot UK and Camelot Lottery Solutions, a U.S.-focused subsidiary now rebranded as Allwyn North America, in February 2023. These acquisitions have facilitated a smoother transition as Allwyn geared up to take on its vital role in overseeing National Lottery operations.
In parallel developments, Scientific Games disclosed its meticulously planned milestones to aid Allwyn in managing the National Lottery. These plans underscore the commitment to grow the lottery responsibly while ensuring a minimal environmental footprint. Scientific Games has worked closely with Allwyn, ensuring the preparedness for the transfer of duties and a continued focus on responsible growth strategies.
Allwyn’s latest venture into the business of instant win games through the IWG acquisition and its bold foray into managing the UK National Lottery signal the company’s reinforced dedication to an expansion strategy. With experienced industry leaders and creative minds propelling their vision, Allwyn sets a formidable pace for its competition, even as it endeavors to provide a superior gaming experience to its broader customer base.
