Kresimir Spajic named CEO of Allwyn Digital

Allwyn, one of Europe’s most prominent lottery and gaming operators, has officially confirmed the appointment of Kresimir Spajic as the new Chief Executive Officer of its Digital division. The move is being described within the company as a pivotal step in strengthening its international presence in iGaming, sports betting, and digital product development.

The appointment, which will become effective from 1 September, follows an extensive international career for Spajic that has spanned nearly two decades across leading names in the gaming and entertainment sector. With a professional history that includes senior positions at Bwin, Hard Rock International, Great Canadian Entertainment, and Betfred USA, Spajic arrives at Allwyn Digital with a reputation as a leader deeply familiar with the rapidly evolving global online gaming landscape.

A career built on global experience

Kresimir Spajic began his career in the gaming industry in 2006 when he joined Bwin as a Regional Territory Manager. At the time, Bwin was one of the largest online gaming brands in Europe and offered Spajic his first opportunity to understand the international expansion of iGaming.

Following his tenure at Bwin, he moved into roles with Omnicom Media and later Full Tilt, both of which provided him with experience at the intersection of digital media, consumer engagement, and interactive entertainment. These early positions shaped his understanding of how technology and marketing strategies could be integrated to strengthen the player experience.

In May 2013, Spajic transitioned to a new challenge by joining Borgata Hotel Casino & Spa, one of the best-known properties in Atlantic City. He worked as Principal Consultant for Online Gaming, where he advised on strategies to expand Borgata’s presence in the regulated New Jersey online gaming market, one of the first in the United States to legalize online casino play.

Spajic then accepted the same consultancy role at Rush Street Interactive, a company that would later become one of the most recognized operators in North America’s online gaming sector. His contribution helped to guide early digital strategies as states across the United States began considering regulated iGaming.

Leadership roles at Hard Rock International and beyond

In 2016, Kresimir Spajic accepted one of the most defining roles of his career when he became Senior Vice President and Managing Director of Online Gaming and Sports Betting at Hard Rock International.

Hard Rock’s push into iGaming and online sports betting came during a period of rapid industry growth. With several U.S. states exploring legalization of online sports wagering following the repeal of PASPA (Professional and Amateur Sports Protection Act) in 2018, Spajic was responsible for building the company’s strategy and execution in these new markets.

During his five years at Hard Rock, Spajic oversaw the development of both casino and sportsbook operations in digital formats. His leadership contributed to expanding Hard Rock’s visibility beyond its traditional land-based casinos and hotels into digital environments where competition was intensifying.

Following this, Spajic accepted the position of President of iGaming at Great Canadian Entertainment, one of Canada’s most established gaming and hospitality operators. His role there further cemented his position as an executive capable of navigating both North American and European regulatory frameworks.

In addition, he served as an Advisor for Apollo Global Management, offering strategic guidance at a time when large private equity groups were increasingly investing in gaming and digital entertainment assets. This period reflected his transition into higher-level advisory roles that combined business strategy with industry foresight.

A recent chapter at Betfred USA

Most recently, Kresimir Spajic served as Chief Executive Officer of Betfred USA, having been appointed in July 2023. Betfred, originally a UK-based bookmaker, had sought to expand into the competitive U.S. online betting and gaming market.

Spajic’s leadership was aimed at strengthening Betfred’s footprint in the United States, particularly through partnerships with casinos and sports organizations. However, Betfred later confirmed it would exit the U.S. market by the end of July 2025, citing strategic reasons and focusing on other regions where the company remains strong.

While his tenure at Betfred USA was relatively brief, it provided him with first-hand insights into one of the most dynamic and fragmented online gaming markets in the world. These experiences, combined with his earlier leadership roles, position him uniquely for the challenges awaiting at Allwyn Digital.

Allwyn’s ambitions for its digital future

Allwyn, which already operates major lottery and gaming businesses across several European countries, is pursuing a strategy that places strong emphasis on digital transformation. With the global gaming industry increasingly shifting toward online and mobile platforms, the company aims to strengthen its digital offerings through both innovation and customer experience enhancements.

The creation of a dedicated Digital CEO role, now filled by Spajic, reflects Allwyn’s recognition that success in the future of gaming will depend heavily on how effectively it can engage players in online environments. The new CEO will oversee iGaming, sports betting, and digital product operations, a portfolio that is expected to expand in the coming years.

Official statements on the appointment

Allwyn CEO Robert Chvátal welcomed the appointment with strong words of confidence. He stated:

“Kresimir’s appointment is a transformative step for our business. His expertise perfectly aligns with our commitment to continuously enhancing the player experience across our digital portfolio of products and games. I am delighted to welcome him to Allwyn in this exciting new chapter.”

Chvátal’s remarks underscore the company’s view that Spajic’s international experience is essential for achieving growth in competitive regulated markets.

In response, Spajic emphasized his commitment to advancing Allwyn’s ambitions in the digital space. He said:

“Allwyn has a bold ambition of transforming the way players engage with lotteries, gaming and casual entertainment. Allwyn Digital is the natural next step in that journey – to be more seamlessly connected, digitally integrated and innovative – and I look forward to working with all the team to deliver for players and for the business.”

The wider context of leadership changes in gaming

Spajic’s appointment also comes at a time when leadership mobility in the global gaming sector has been pronounced. Many operators are bringing in senior executives with proven digital experience, recognizing that future growth will rely less on traditional retail operations and more on innovation in online gaming and betting.

The international regulatory landscape is also shaping these decisions. With European jurisdictions tightening compliance standards and the U.S. adopting a state-by-state approach to legalization, executives who can navigate complex regulatory conditions while focusing on customer engagement are in high demand.

Allwyn’s decision to bring in an executive with such a diverse background indicates a strategy that seeks balance between regulatory compliance, innovative product development, and sustainable growth.

Looking ahead

As Kresimir Spajic prepares to assume his new responsibilities in September, industry observers will be closely watching how Allwyn Digital positions itself in relation to competitors. His track record suggests a focus on building scalable digital ecosystems, aligning product innovation with customer expectations, and ensuring that regulatory obligations are fully met.

For Allwyn, the appointment is both a reinforcement of its commitment to digital transformation and a signal to stakeholders that it intends to remain at the forefront of iGaming and lottery innovation across its international markets.

Conclusion

The appointment of Kresimir Spajic as CEO of Allwyn Digital represents more than just a leadership change—it signals a strategic shift for the company as it accelerates its focus on digital innovation, iGaming, and sportsbook development. With nearly two decades of global industry experience, Spajic brings a proven ability to balance regulatory compliance with forward-looking growth strategies, a skillset increasingly vital in today’s evolving gaming landscape.

For Allwyn, his arrival marks a clear intention to strengthen its position as a leader in both lottery and digital entertainment, ensuring that the company can adapt to shifting consumer behaviors while maintaining responsible and sustainable practices. As Spajic steps into his new role this September, industry observers will watch closely to see how his leadership shapes Allwyn’s next phase of growth and how effectively the company can deliver on its ambition of redefining the digital player experience.

FAQs

What role has Kresimir Spajic been appointed to?
He has been appointed as the Chief Executive Officer of Allwyn Digital, effective 1 September.

What is Allwyn Digital responsible for?
Allwyn Digital oversees iGaming, sports betting, and digital product operations within the wider Allwyn group.

Where did Kresimir Spajic work before joining Allwyn?
He most recently served as CEO of Betfred USA, and prior to that held senior roles at Hard Rock International, Great Canadian Entertainment, and other companies.

How much industry experience does he have?
Spajic has nearly 20 years of experience in the international gaming and entertainment sector.

Why is this appointment significant for Allwyn?
The appointment is considered transformative as it strengthens Allwyn’s digital strategy and global competitive positioning.

When will he officially take on the role?
Kresimir Spajic will begin his role as CEO of Allwyn Digital on 1 September.

What did Allwyn CEO Robert Chvátal say about the appointment?
He described the appointment as “a transformative step” and highlighted Spajic’s expertise in enhancing player experience.

What is Kresimir Spajic’s vision for Allwyn Digital?
He emphasized innovation, digital integration, and seamless player engagement as core priorities for the division.

What is the significance of Betfred’s U.S. exit for Spajic’s career?
His time at Betfred USA gave him insights into the complex U.S. market, even though the company decided to withdraw from the region by 2025.

How does this appointment reflect trends in the gaming industry?
It reflects the industry-wide emphasis on hiring leaders with strong digital expertise to navigate regulatory challenges and drive online growth.