Strategic Rebranding for a New Era
OPAP Cyprus has announced a major rebranding initiative, set to take effect in January 2026, as the company transitions to operate under the Allwyn name. This strategic move is designed to bolster its market presence, enrich customer engagement, and align more closely with its international parent group.
Unveiling the Transformation
During a recent event, company executives and retail network partners were introduced to the new commercial identity. CEO Alexandros Davos, alongside senior leadership, outlined the comprehensive strategy behind the transformation. Emphasizing the substantial market footprint OPAP Cyprus has cultivated, Davos noted that the rebranding to Allwyn represents a forward-looking commitment to innovation, expansion, and the integration of global best practices.
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Driving Growth and Enhancing Customer Experience
The decision to rebrand was the result of an in-depth analysis of market trends, particularly the need to better connect with younger customer demographics. By leveraging the modern and internationally recognized Allwyn brand image, the company aims to refresh its market presence in Cyprus while preserving its deep roots in the local community. Key initiatives will include store upgrades and enhanced interactive experiences, ensuring that the transition is both progressive and customer-centric.
Continued Commitment to Core Values and Community
Despite the change in branding, the identity of flagship games such as Tzoker, Lotto, and Kino will remain intact, assuring customers of the continuity they have come to trust. In addition, OPAP Cyprus reaffirms its dedication to responsible gaming and comprehensive player protection measures.
Preserving Social Impact
The company will maintain its significant social footprint in Cyprus, with ongoing initiatives in health, sport, education, culture, and support for vulnerable groups. Furthermore, the rebranding will benefit from Allwyn’s prominent international partnerships, including high-profile sponsorships in Formula 1 and collaborations with the McLaren team.
Expanding Global Horizons
The rebranding comes on the heels of a landmark merger between Allwyn and OPAP, announced in October 2025, which created a global gaming group valued at €16 billion. This merger synergized OPAP’s strong market presence in Greece and Cyprus with Allwyn’s expanding international portfolio, positioning the group as one of the world’s leading operators in lottery and gaming across Europe, North America, and beyond.
Looking Forward
The rebranding to Allwyn signals a deliberate step towards embracing global opportunities while building on the storied legacy of OPAP Cyprus. By integrating international insights and local expertise, the company is poised to deliver enhanced growth, innovation, and a dynamic entertainment experience to its customers.
