Allwyn, a leading European lottery operator, has announced the acquisition of 62% of PrizePicks, a U.S.-based fantasy sports platform, for $1.6 billion. The move marks a strategic push by Allwyn to strengthen its presence in the North American market and leverage emerging digital sports engagement trends.
PrizePicks allows users to participate in fantasy sports competitions, betting on player performance across various leagues. With this acquisition, Allwyn aims to enhance platform technology, expand user engagement, and integrate innovative features such as blockchain-based fan rewards and digital collectibles.
“This acquisition is a key milestone in Allwyn’s strategy to combine traditional lottery operations with digital sports platforms,” said CEO Matthias Graf von Rittberg. “We see enormous potential in connecting fans with their favorite sports through technology and new interactive experiences.”
Industry analysts note that the deal reflects a broader trend of European gaming operators investing in U.S. fantasy sports and eSports markets, capitalizing on growing global demand for interactive sports entertainment.
The acquisition is expected to close in the first half of 2026, pending regulatory approvals, and will position Allwyn as a major player in both lottery and fantasy sports sectors, offering fans more immersive experiences and new digital engagement opportunities.
