International lottery group Allwyn is closing off the year with a new C-level hire, tasked with overseeing the expansion of its brand visibility across multiple markets.

Tatiana Jouanneau has been named as the group’s Chief Brand Officer, in charge of pushing the visibility of the Allwyn brand globally at a time when the company is going full force on international expansion.

The past year has been a particularly major year for Allwyn out of what has already been a transformational couple of years for the company. This is because the past 12 months has seen the firm expand beyond its traditional scope of lotteries more than ever.

“I’m honoured to be joining Allwyn at such a dynamic stage in its evolution,” Jouanneau said.

“Over the next few years, Allwyn will continue on its exciting journey of growth, and I am eager to help shape a global brand that connects deeply with players and partners alike.”

A new role in Allwyn’s mission

Allwyn’s brand building mission was stepped up into overdrive in 2025. The firm has been on course to transform itself into a lottery-led entertainment firm, with its management of major National Lotteries, with the UK’s arguably the biggest example, forming the core part of its business.

Lately, however, it has been trying its hand at other elements of the gaming business. Notable developments this year include its agreement to acquire a majority stake in Greek betting firm Novibet, pending regulatory approval, and the recent merger with OPAP – the operator of the Greek National Lottery but also a key sports betting player.

Perhaps most significant in its diversification strategy though has been its acquisition of PrizePicks, one of the two biggest daily fantasy sports (DFS) platforms in the US alongside Underdog Sports.

This deal not only secures the lottery firm a leading stake in the highly popular and lucrative DFS space in the US, but also a stake in the rapidly developing predictions markets scene, which PrizePicks has begun expanding into.

To further accelerate Allwyn’s brand awareness amidst this expansion, Jouanneau will be tasked with applying her experience at prominent companies like Logitech, Duracell, and several Procter & Gamble subsidiaries to the lottery firm’s business model.

Branding and marketing has already been playing a key part in Allwyn’s growth. The firm’s deals with F1 and 2025 constructors and drivers’ champions McLaren stands as the best example of this. The hiring of Jouanneau may indicate that more deals like these will be announced in 2026.

Robert Chvatal, Allwyn CEO, said: “We are thrilled to welcome Tatiana to Allwyn. Her exceptional global marketing experience, strategic insight, and passion for building meaningful brands make her the ideal person to lead Allwyn’s brand vision as we continue to grow and diversify.

“This appointment marks another key step in our mission to create a world-class entertainment company that leads with integrity, creativity, and player trust.”