Brightstar & Allwyn Deal Signals Next-Gen Lottery Experience

NEW YORK, NY – November 13, 2025

Expanding Horizons: Brightstar’s European Push

Brightstar Lottery PLC is strengthening its presence in the European market with a new contract to supply instant ticket games to SAZKA a.s., soon to rebrand as Allwyn, in the Czech Republic. This partnership extends Brightstar’s reach beyond its strong foothold in the United States, where it serves 26 of 46 jurisdictions, and highlights the company’s ambition to become a dominant global player in the lottery technology sector. The deal is particularly noteworthy following Brightstar’s strategic divestment of its Gaming business earlier this year, allowing the company to focus its resources on its core lottery operations and return capital to shareholders.

“This contract isn’t just about supplying tickets; it’s about investing in a long-term partnership to deliver innovative experiences for players,” stated an industry analyst. “Brightstar’s recent focus on core lottery activities, coupled with Allwyn’s ambition to modernize the lottery landscape, creates a synergistic opportunity.” The company’s recent financial performance, with a 7% revenue increase in Q3 2025 and a reaffirmed full-year outlook, underscores its confidence in this strategic expansion.

Allwyn’s Rebrand & Pursuit of Innovation

SAZKA’s upcoming rebrand to Allwyn represents a significant shift in strategy for the Czech lottery giant. The rebrand is part of a larger plan to unify its international operations and establish a consistent global brand identity. The company aims to move beyond its Czech roots and solidify its position as a leading lottery operator across Europe. The partnership with Brightstar, specifically leveraging Brightstar’s ‘Infinity Instants™’ technology, is a key component of this strategy.

“Allwyn is aiming to redefine the lottery experience,” explains a source familiar with the rebrand. “They’re not just selling tickets; they’re selling entertainment. The Infinity Instants™ technology allows them to deliver a more visually appealing and engaging product, differentiating them from competitors.” The integration of this technology is expected to appeal to a wider demographic and enhance player engagement. The move to a unified brand name signifies Allwyn’s increasing ambitions in the global marketplace, following the company’s expansion into the UK National Lottery market and securing the Italy Lotto license.

Decoding Infinity Instants™: The Technology Behind the Buzz

At the heart of this partnership lies Brightstar’s ‘Infinity Instants™’ technology. While specifics remain proprietary, the technology is touted as a game-changer in the world of instant tickets. It’s not simply about printing a ticket; it’s about creating a multi-sensory experience that captivates players. “The key is innovation in design and materials,” says a technology specialist. “Infinity Instants™ utilizes advanced printing techniques and potentially incorporates elements like holographic effects, textured surfaces, and even augmented reality to create a more immersive and engaging experience.”

The company believes this technology will differentiate them in a competitive market and attract new players. Industry sources suggest that the technology allows for faster time-to-market for new game concepts and offers lottery operators the potential for increased sales and higher profit margins. The investment in R&D to bring this technology to fruition underscores Brightstar's commitment to pushing the boundaries of lottery game design. This technology isn’t necessarily replacing traditional scratch cards, but rather elevates the physical product to compete with digital gaming experiences.

The Czech Lottery Landscape: A Mature Market Seeking Modernization

The Czech Republic’s lottery market is dominated by SAZKA (soon Allwyn) with a long-established presence. However, the market is also becoming increasingly competitive, with other players like Fortuna and Tipsport vying for market share. This competition is driving a need for innovation and modernization to attract and retain players. The partnership between Brightstar and Allwyn is a direct response to this trend.

“The Czech market is mature, but players are looking for more engaging experiences,” states an industry analyst. “Allwyn recognizes this and is investing in technology like Infinity Instants™ to differentiate themselves.” The influx of innovation isn’t limited to product development, but also extends to digital channels. Operators are increasingly focusing on iLottery platforms and online gaming to reach a wider audience and meet evolving consumer preferences. The move towards digital integration, coupled with a commitment to responsible gaming practices, is shaping the future of the Czech lottery market.

Brightstar's expansion and Allwyn's strategic investments signal a broader shift within the lottery industry - a move toward enhanced player experiences, digital integration, and a renewed focus on innovation.