Athens, December 2, 2025 — The Greek authority will hold a December 17 hearing to assess Allwyn’s plan to acquire sole control of Novibet, after a staff report warned the deal risks significantly weakening rivalry in online betting and online casino services.
According to the authority’s recommendation, the transaction could remove a major competitive constraint in markets already characterised by high concentration. Allwyn, active in Greece mainly through OPAP, competes directly with Novibet in online sports betting, virtual sports betting, and online casino games (excluding poker).
Market concerns
The report finds that Allwyn holds a market share exceeding 50 percent before the deal, with the two companies’ combined share far higher than any remaining rival. Other operators hold only small shares, and the gap between the merged entity and the next competitor would be substantial. Barriers to entry and expansion — including regulatory constraints, heavy advertising requirements, and entrenched brand strength — are described as significant.
Novibet is identified as a key competitive force, the only operator in recent years able to meaningfully disrupt the market by taking share from established players. Its rapid growth is attributed to its aggressive pricing strategy, high-value bonuses, strong advertising presence, and a proprietary, award-winning Greek-focused platform that offers personalised user experiences.
Eliminating Novibet, the report warns, would remove the only provider capable of challenging Allwyn on both commercial and technological dimensions.
Possible outcomes
The staff recommendation proposes prohibiting the transaction, citing the strengthening of Allwyn’s already dominant market position and the loss of competitive pressure in online betting and online casino services. Allwyn has offered commitments intended to address the competition concerns raised.
The recommendation is not binding; the authority’s plenary will make the final decision after considering the evidentiary record and submissions from the parties.
