Bally’s Intralot Secures “Golden” 12-Year Lottery Deal with Allwyn Hellas Through 2038

Strategic agreement strengthens recurring revenues, accelerates digital lottery transformation and boosts long-term investor visibility

In a major strategic development for the European lottery and gaming sector, Bally’s Intralot has secured a new long-term contract with Hellenic Lotteries S.A., a member of Allwyn Hellas, reinforcing its position as a key technology provider in Greece’s regulated gaming market.

The agreement follows Hellenic Lotteries’ successful renewal of the exclusive concession to operate and manage Greece’s state lotteries — including passive lotteries and instant games — for another 12-year period beginning May 2, 2026.

The new partnership is viewed by market observers as a highly important deal for Bally’s Intralot, offering long-term revenue visibility, technological expansion and stronger positioning in Europe’s growing regulated lottery ecosystem.

A Strategic Deal Extending Potentially Through 2038

Under the agreement, Bally’s Intralot will oversee the seamless migration of Hellenic Lotteries’ existing lottery system — already powered by Bally’s Intralot technology — to its next-generation platform.

At the center of the transition is the company’s advanced LotosX Omni ecosystem, an integrated technology suite designed to support:

• lottery operations,
• instant ticket management,
• omnichannel retail distribution,
• digital connectivity,
• real-time system management,
• and advanced security infrastructure.

The contract initially covers a one-year base period, with options for annual extensions of up to three years or continuation throughout the entire concession period.

Industry analysts, however, believe the strategic nature of the cooperation effectively creates a long-term operational alliance between the two companies.

Allwyn Hellas Pushes Aggressive Digital Modernization

The agreement forms part of Allwyn Hellas’ broader strategy to modernize and expand Greece’s state lottery operations.

Jan Karas, Chairman and CEO of Allwyn Hellas, emphasized that the company’s priorities include:

• operational continuity,
• product modernization,
• customer experience enhancement,
• improved productivity,
• and responsible gaming practices.

The company is increasingly focusing on digital transformation, aiming to strengthen online and hybrid lottery channels while improving overall operational efficiency.

Why Investors See Strong Strategic Value

The new contract is considered highly significant for Bally’s Intralot for several reasons.

1. Strong Long-Term Revenue Visibility

Lottery contracts are widely regarded as some of the most stable and predictable revenue streams within the gaming industry.

2. Reinforcement of Technological Leadership

The migration to the LotosX Omni platform confirms Bally’s Intralot’s ability to compete with major international lottery technology suppliers.

3. Expansion of Digital Monetization Opportunities

The platform enables future growth through:

• mobile integration,
• loyalty systems,
• data analytics,
• omnichannel customer engagement,
• and digital lottery experiences.

4. Strengthening of Intralot’s International Profile

The Greek lottery contract serves as a valuable reference project as the company continues expanding across regulated gaming markets worldwide.

A Strong Vote of Confidence in Bally’s Intralot

Robeson Reeves, CEO of Bally’s Intralot Group, described the agreement as a reflection of the trust placed in both the company’s technology and workforce.

Management stated that the partnership aims to create:

“a modern, secure and scalable gaming ecosystem that supports sustainable growth and innovation.”

The company also highlighted its long-term commitment to supporting lottery operators in regulated markets globally.

The Bigger Picture: State Lotteries Are Becoming Premium Infrastructure Assets

Globally, regulated lottery businesses are once again attracting strong investor interest.

The reasons are increasingly clear:

• stable cash generation,
• regulatory protection,
• resilient operating margins,
• defensive business characteristics,
• and expanding digital growth opportunities.

The Bally’s Intralot–Allwyn Hellas agreement signals that Greece’s lottery market is entering a new era of technological modernization and strategic investment.

For Bally’s Intralot, this is far more than a contract renewal.

It is a clear signal that the company remains a critical player in Europe’s evolving lottery and gaming technology landscape.

Source: pagenews.gr