Ex-Betsson CTO to spearhead Allwyn’s digital transformation

By jili tutorial · October 7, 2026

The Digital Transformation of Allwyn: A Deeper Look at the Appointment of Fredrik Ögren as Group CTO

Introduction: A Key Leadership Move in the Lottery Industry

In September 2025, Allwyn, the Swiss-based multinational lottery operator, announced a significant leadership appointment: Fredrik Ögren, formerly the Chief Technology Officer of Betsson Group, has taken on the same role at Allwyn. This move signals a major step in the company’s ongoing digital transformation, which has become a top strategic priority. Ögren will work closely with Kresimir Spajic, CEO of Allwyn Digital, to drive technology-led growth across the group’s diverse markets.

But what does this appointment mean for Allwyn’s future? To understand the implications, we need to explore the broader context of digitisation in the lottery sector, Allwyn’s own digital ambitions, and the specific role a CTO plays in such a transformation.

Background: Allwyn’s Heritage and the Shift to Digital

Allwyn’s roots lie in traditional lottery operations, a sector historically dominated by retail sales – physical tickets bought at kiosks, shops, and dedicated lottery outlets. While this model remains prevalent in many markets, the industry is now rapidly catching up with digital trends. A striking example is Allwyn’s UK-based National Lottery, where digital sales now account for 51% of all sales. This shift from physical to online channels has redefined customer expectations and operational models.

In response, Allwyn created Allwyn Digital in September 2025, headed by Kresimir Spajic – the former CEO of Betfred USA. This dedicated unit focuses on building a scalable, connected technology ecosystem that can serve both lottery and non-lottery markets.

Allwyn’s Digital Ambitions Beyond Lotteries

Allwyn is not limiting its digital push to traditional lottery products. The company has been actively expanding into adjacent digital-native sectors:

Sportsbook acquisition: Allwyn attempted to become a majority shareholder in Novibet, an online sports betting operator, but the deal fell short after regulatory intervention.
Daily fantasy sports (DFS) and prediction markets: In 2024, Allwyn acquired PrizePicks, a leading US DFS and prediction market platform. This move gave Allwyn a foothold in a digitally native, fast-growing sector.

These initiatives require robust technology infrastructure, agile product development, and deep expertise in digital platforms – exactly the kind of capabilities that a seasoned CTO like Fredrik Ögren brings.

The Role of the New CTO: Driving Technology Transformation

Fredrik Ögren’s mandate at Allwyn is clear: leverage his extensive experience in driving digital technology transformations at large companies to accelerate Allwyn’s own digital agenda. His background at Betsson Group, a global online gambling operator, provides him with firsthand knowledge of building scalable, high-performance technology systems in a highly regulated, data-intensive environment.

Ögren’s responsibilities include:

Working closely with teams across Allwyn’s markets – from Greece to the UK, Austria to the US – to understand local needs and ensure technology supports product development.
Building a more connected technology ecosystem, enabling seamless integration between legacy lottery systems and new digital platforms.
Strengthening capabilities in areas such as cloud infrastructure, data analytics, cybersecurity, and user experience.
Supporting long-term business success by aligning technology strategy with corporate growth objectives.

In his own words: “Technology plays a critical role in creating great player experiences, enabling innovation and supporting long-term business success. I look forward to working with colleagues across the Group to build an even more connected technology ecosystem, strengthen our capabilities and help deliver the next phase of Allwyn’s growth.”

A Strengthened Technology Leadership Team

Ögren’s appointment also marks a transition within Allwyn’s technology leadership. He replaces Brett Cross, who had been serving as Interim Group CTO. Cross is not leaving the company; instead, he assumes a dual role as Deputy Group CTO and CTO of Global Lottery. This structure creates a strong technology leadership duo:

Fredrik Ögren (Group CTO) – focuses on group-wide digital transformation, cross-market integration, and innovation.
Brett Cross (Deputy Group CTO & CTO of Global Lottery) – ensures continuity and deep expertise in the core lottery business, which remains Allwyn’s heritage.

Kresimir Spajic, CEO of Allwyn Digital, praised the new arrangement: “I’d also like to thank Brett Cross for his leadership as interim Group CTO and congratulate him on his new role as CTO of Global Lottery. Together, Fredrik and Brett form a strong technology leadership team for the next phase of Allwyn’s growth.”

What This Means for Allwyn’s Future

The appointment of Fredrik Ögren is more than a simple C-suite change. It represents Allwyn’s commitment to embedding technology at the heart of its strategy. With digital sales already exceeding half of UK National Lottery revenue, and with acquisitions like PrizePicks adding digitally native products, the company is positioning itself as a multi-channel, multi-vertical player.

Key takeaways for industry observers:

Digitisation is no longer optional – even for traditional lottery operators. Allwyn’s investment in a dedicated digital unit and a high-profile CTO underscores this.
Regulatory hurdles remain – the failed Novibet acquisition shows that expansion into adjacent markets requires careful navigation of local rules. Technology can help, but compliance is paramount.
Talent matters – hiring leaders with proven track records in digital transformation (like Ögren) signals a shift from operational efficiency to innovation-led growth.

Conclusion: A Blueprint for Lottery Industry Transformation

Allwyn’s move to bring in a CTO from the online gambling sector is a clear signal that the boundary between traditional lottery and digital-first verticals is blurring. As Ögren and Cross work together, the company will likely accelerate its development of a unified technology platform, improve customer experiences, and explore new product opportunities. For other lottery operators, this appointment offers a case study in how to structure leadership for a digital future.