Wayne Pickup
Wayne Pickup is a global lottery industry leader with more than two decades of experience in digital transformation, retail growth, and responsible gaming. Currently serving as CEO of Allwyn North America, he plays a key role in strengthening the company’s strategic presence in regulated lottery markets.
Bio
Career Background and Professional Growth
Wayne Pickup built his career in the gaming and technology sectors, initially working in New Zealand in senior distribution and innovation roles. He later advanced to leadership positions at Lotto New Zealand, where he focused on modernizing systems and building stronger player engagement through new digital solutions.
His experience in product development, channel management, and operations gave him a comprehensive understanding of how lottery ecosystems function, both online and at retail. This foundation positioned Wayne Pickup for roles of growing international responsibility.
CEO of Allwyn North America
Wayne Pickup joined Allwyn in the United States to lead the company’s strategic expansion in a highly competitive market. As CEO of Allwyn North America, he oversees product strategy, technology advancements, and operational performance across multiple jurisdictions.
Under his leadership, Allwyn North America has enhanced its presence in digital lottery services and strengthened collaboration with state lottery partners. The company has also introduced new game formats and improved omnichannel integration, which has become a core focus for modern lotteries aiming to connect retail and mobile experiences.
Strategic Achievements and Leadership Focus
Wayne Pickup is recognized for driving innovation through technology and data. His work supports the evolution of lotteries into entertainment-driven digital platforms, while maintaining compliance and responsible gaming standards.
He promotes organizational efficiency, talent development, and strong industry partnerships. His leadership style emphasizes measurable performance and long-term sustainability. These attributes have been visible as Allwyn has expanded its capabilities in the United States, including through acquisitions and new partnerships.
A Global View of the Lottery Industry
Throughout his career, Wayne Pickup has gathered extensive leadership experience across multiple regulated markets including New Zealand, Europe, and North America. This global perspective supports Allwyn’s broader vision to elevate lottery entertainment while securing steady contributions to public funding programs.