Camelot Illinois rebrands to Allwyn North America as the operator eyes further growth in the region

Multi-national lottery operator Allwyn has announced that Camelot Illinois will rebrand as Allwyn North America following its acquisition of the Camelot Lottery Solutions group of companies.

Earlier this year, Allwyn acquired Camelot LS from the Ontario Teachers’ Pension Plan board, which led to Camelot US being renamed Allwyn Lotteries Solutions.

Allwyn notes that the rebranding of Camelot Illinois will bring the business in line with its wider, North American operations. The company further said that the name change will help it achieve greater brand recognition in North America.

It also noted that it plans to ramp up investment in the North American market and has already made Chicago its home base to launch further business development. The Allwyn North American management team, products, and services have remained unchanged since the acquisition closed.

“We remain committed to serving our customers, engaging players, and growing lottery revenue to benefit the communities they serve,” said Allwyn North America Chief Executive Wayne Pickup.

“As the private manager of the Illinois Lottery, we work closely with the Department of Lottery to drive responsible and sustainable growth to maximize revenue for the State of Illinois. Utilizing the resources, expertise, and talent across the Allwyn group will only strengthen the results we help our customers achieve.”

Robert Chvatal, Group CEO of Allwyn, added: “Allwyn’s goal is to build better lotteries and help them raise more for good causes, through innovation, technology, efficiency, and safety in our quest for enhanced player engagement. We are passionate about the lottery business, delivering value to our customers, and growing lottery returns to communities.”

Allwyn's acquisition of Camelot LS followed the group's purchase of Camelot UK in February this year. Allwyn first reached an agreement to purchase the business back in October 2022, covering all Camelot’s UK operations, including current rights to operate the National Lottery until February 2024. Allwyn is taking over from this date.