Fredrik Ögren appointed as chief technology officer at Allwyn
Formerly of Betsson Group, Ögren will oversee digital transformation at the global lottery operator.
Key takeaways:
- Allwyn has appointed former Betsson executive Fredrik Ögren as Group CTO to drive its digital transformation.
- Based in Switzerland, Ögren will work across Allwyn’s international markets and partner closely with Allwyn Digital CEO Kresimir Spajic.
- The company highlighted that digital sales now represent 51 per cent of National Lottery sales in the UK.
Switzerland.- Fredrik Ögren has taken up the role of Group Chief Technology Officer (CTO) at multinational lottery operator Allwyn. The appointment comes as the company continues to accelerate its digital transformation strategy.
Based in Switzerland, Ögren, formerly CTO at Betsson Group, will work closely with Allwyn Digital CEO Kresimir Spajic. Ögren will collaborate with teams across Allwyn’s markets, including the UK, Greece, Austria and the US, with a focus on strengthening technology capabilities and supporting product innovation.
“Technology plays a critical role in creating great player experiences, enabling innovation and supporting long-term business success,” he said. “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.”
Ögren succeeds interim Group CTO Brett Cross, who will remain within the business as Deputy Group CTO while also serving as CTO of Global Lottery. The new appointment comes amid a shift within the lottery sector, which has traditionally relied heavily on retail sales.
While retail remains central to many lottery markets, digital participation is becoming increasingly important. In the UK, where Allwyn operates The National Lottery, digital sales now account for 51 per cent of total sales. Allwyn established Allwyn Digital in September 2025, placing former Betfred USA chief executive Spajic at the helm of the division. The unit was created to drive the company’s expanding digital ambitions as lottery operators increasingly embrace online channels and technology-led products.
The group’s digital strategy also extends beyond conventional lottery products. Allwyn has explored expansion opportunities in sports betting, including an attempt to secure a majority stake in Novibet, although that effort was ultimately blocked following regulatory intervention.
Elsewhere, the company has increased its presence in the US digital gaming market through its acquisition of PrizePicks last year, giving it exposure to the daily fantasy sports and prediction markets segments.
“We’re delighted to welcome Fredrik to Allwyn,” said Spajic. “He brings deep industry experience, strong technical expertise and a proven track record of leading technology transformation across global organisations. His appointment is an important step in building a more scalable technology platform across the Group, helping us deliver even better experiences for our customers and partners.
In the UK, Allwyn recently hosted its second Participant Protection Conference titled ‘Evolving Participant Protection: Evidence, Insight & Action’. The event at Kings Place in London brought together regulatory leaders, academics, researchers and industry experts to explore the latest evidence, insights and best practice in responsible play.
Discussions focused on how research, accessibility and behavioural insights can support positive player experiences while helping organisations strengthen their overall approach to participant protection. The event featured a keynote address from Sarah Gardner, Acting CEO of the Gambling Commission, and a Lottery Literacy Workshop led by Dr Richard Wood, an internationally recognised expert in player behaviour.
FAQs
Who is Allwyn’s CTO?
Fredrik Ögren, the former CTO of Betsson Group, has joined Allwyn as Group CTO as of October 2026.
Why is digital transformation a priority for Allwyn?
Consumer behaviour is increasingly shifting online, and digital channels are becoming a major source of lottery revenue. In the UK, digital sales account for more than half of National Lottery sales, encouraging Allwyn to invest further in technology, digital products, and online player experiences.
How is Allwyn expanding beyond traditional lotteries?
Allwyn has broadened its ambitions through digital gaming and sports-related products. The company acquired PrizePicks to gain exposure to daily fantasy sports and prediction markets, and it has also explored opportunities in the sports betting sector through potential investments and acquisitions.
