Allwyn has officially taken over from OPAP Cyprus as the company rebrands, marking a significant shift in its operational identity. This transition, confirmed in an announcement on Monday, signals the beginning of a fresh chapter aimed at enhancing customer entertainment experiences.
Strategic Shift in Identity
The rebranding represents a strategic pivot, focusing on modernising customer interactions and expanding entertainment options. This shift follows a December 2025 announcement where OPAP Cyprus outlined plans to align more closely with its international parent group, adopting a global commercial identity.
Enhancing Customer Experiences
According to the company, the transition to Allwyn is designed to usher in a new era, promising improved experiences and additional surprises for customers in Cyprus. A comprehensive redesign plan is underway that will upgrade the retail store network and enhance offerings over the coming months.
Gradual Implementation Over 2026
Rebranding of physical stores will occur gradually throughout 2026. OPAP Cyprus has stated that while the commercial name is changing, the core principles and legacy of OPAP will remain intact. The popular games associated with OPAP, such as Tzoker, Lotto, and Kino, will retain their names and continue to operate as usual.
Focus on Younger Generations
With a clear focus on engaging younger generations, OPAP Cyprus aims to adapt to evolving consumer expectations and habits. The company emphasizes that player protection and social responsibility will remain integral to its operations, even as it transitions to the Allwyn brand.
Commitment to Social Contribution
Under the Allwyn name, OPAP Cyprus will continue to prioritise its commitment to social initiatives. The company plans to expand its efforts in health, sport, education, culture, and support for vulnerable groups. This commitment is expected to strengthen as the Allwyn brand takes root in Cyprus.
Responsible Gaming Framework
OPAP Cyprus has reiterated that player protection remains a top priority. The company is supported by a comprehensive responsible gaming framework, which it plans to enhance further as it embraces its new identity. This commitment aligns with Allwyn’s values, which place a strong emphasis on innovation and technology in gaming.
Continued Sports Sponsorships
As part of the transition, OPAP Cyprus will maintain its active role in sports sponsorships, leveraging Allwyn’s international partnerships. This includes collaborations in high-profile sports such as Formula 1, including a partnership with the McLaren team, offering expanded opportunities for engagement in the sporting community.
Allwyn’s Global Presence
Allwyn is a multinational entertainment and gaming group with a strong focus on lotteries, holding leading positions in Europe and North America. Since its investment in OPAP in 2013, Allwyn has been dedicated to innovation and expanding its global footprint while fostering local connections.
Building on a Strong Foundation
Speaking during the December 2025 presentation of the rebranding strategy, Alexandros Davos highlighted the company’s established presence in Cyprus as a robust foundation for future growth. He noted that the legacy of OPAP Cyprus would support new investments, promoting growth opportunities and best practices within the industry.
Merger and Market Impact
The transition to Allwyn follows the merger of Allwyn and OPAP, which was announced in October 2025. This merger created a global gaming group valued at €16 billion, combining OPAP’s established presence in Greece and Cyprus with Allwyn’s expanding international portfolio. OPAP Cyprus believes that adopting the Allwyn name will reflect the group’s new global scale while maintaining its local identity and longstanding ties to the Cypriot community.
As OPAP Cyprus embarks on this new journey under the Allwyn brand, it is positioning itself for a future that embraces innovation, customer engagement, and social responsibility. The commitment to familiar entertainment experiences, alongside a focus on evolving with the needs of its customer base, will be key as the company navigates this significant transformation.
