After completing the €16 billion merger with OPAP, acquiring PrizePicks, and establishing a digital business division, Allwyn International has launched a new round of brand upgrades. The lottery giant recently announced that it will invite a group of international creative agencies to participate in a pitch, led by the newly appointed Group Chief Brand Officer Tatiana-Vivienne Jouanneau, aimed at refreshing the brand positioning and strengthening its presence in the global market. In plain terms, it means giving the Allwyn brand itself a "major makeover" after a rapid expansion of its business territory. Want to know how global gambling giants build their brand image? PASA official website continues to track industry strategic dynamics.
First, Brand Upgrade: Seeking a Partner with "Strategic Depth + Creative Mission"
Jouanneau stated in the announcement that Allwyn is evolving into a global brand shaped by creativity, culture, and community. "We are looking for a partner with both strategic depth and an excellent creative mission, one that can challenge us, inspire us, and help us unleash bold, consumer-first creativity to propel Allwyn onto the world stage."
The core objectives of this pitch are:
Refreshing brand positioning
Strengthening global market influence
Building a clearer long-term brand platform
Second, The Operator: Led by the New Chief Brand Officer
Tatiana-Vivienne Jouanneau, recently appointed as Allwyn Group's Chief Brand Officer, will be responsible for inviting a selection of international agencies to bid, collectively strategizing for Allwyn's future brand image.
Third, Background of Change: Mergers, Expansion, and Technological Upgrades All at Once
This brand upgrade is not an isolated event, but a continuation of a series of major changes recently at Allwyn:
Merging with OPAP: The merger announced in October 2025 is about to be completed, with the new company valued at €16 billion, OPAP will relocate to Luxembourg and be renamed Allwyn AG
Entering the US: Last year acquired a majority stake in daily fantasy sports operator PrizePicks, opening up the US market
Digital Business: Established Allwyn Digital, led by the former CEO of Betfred USA
UK Upgrade: As the operator of the UK National Lottery, completed a major technological upgrade of retail and digital systems
Against the backdrop of rapid business expansion, the unification and upgrade of the brand image have become an inevitable choice.
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This article is from "PASA-Global iGaming Leaders" gambling industry news channel: https://t.me/pasa_news
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