ZEAL Network vice-president of games Alex Green has been lined up to lead the recently acquired UK prize draw operator SevenCanyon.
Green, who has served as vice-president of games at the German lottery brokerage since September 2024, will step up in around six months’ time.
His ascension is linked to an earnout period for current SevenCanyon bosses tied to the initial £33.8m move by ZEAL.
The earnout of £4.8m, which is linked to bottom-line performance, will be paid over a period of six months after the deal completes.
As per Companies House filings, SevenCanyon has four British directors: Ross Youngman, Josh Darby, George Sapey and Punit Shah.
SevenCanyon runs three major brands in 7days Performance, Redline Competitions and UK Carp Competitions.
Shah, a former Betfred and Betfair head, is CEO of online prize draw and raffle firm 7days Performance. Darby, who had stints with the UK Tote Group and Betfair in the 2000s, serves as 7days Performance’s marketing director.
Speaking on an analyst call on Thursday, 9 July, following the deal’s announcement, ZEAL CEO Stefan Tweraser said Green had the track record in the UK to succeed.
Prior to joining ZEAL, Green spent the vast majority of his career with then-National Lottery operator Camelot.
He was retained by Allwyn when the pan-European lottery and gaming giant took on the fourth National Lottery licence in February 2024.
Tweraser said: “We have a successor and have introduced him to the team. He’s been with ZEAL already for more than two years. His name is Alex Green.
“He has a very strong track record in the UK market; he has known the UK lottery market for more than two decades already. And he knows how ZEAL operates.
“He will be supported by corporate functions and technology, and thus can really focus on running the business and integrating his growth vision with the team.”
As per a London Economics report on behalf of the DCMS published in June 2025, £1.3bn is spent by consumers in the UK prize draw market each year.
Additionally, there are around 7.4 million adults in the UK who have participated in a prize draw in the past 12 months, according to London Economics.
The likes of Omaze and Winvia are seen are market leaders.
During the call, Tweraser described the market as “fragmented” and positioned ZEAL as a consolidator in the space.
He added: “Within the much larger UK lottery and gaming landscape, the segment of price draws is growing, and the category continues to professionalise and digitalise.
“There are more than 400 operators, many of them very small and very young. It’s a fragmented market. This is an ideal environment for us as a well-capitalised consolidator with the right infrastructure.”
The voluntary code of conduct for prize draw operators came into effect in May, with guidelines mirroring those licensed gambling operators are required to follow.
The Gambling Commission does not have regulatory oversight of the prize draw sector.
On the topic of regulation, ZEAL CFO Andrea Behrendt said: “We expect the UK price draw to continue moving towards more formalised rules and higher regulated standards.
“This should really favour us as an operator with strong capabilities in compliance and strong experience over the last 20 years in a highly regulated market like Germany.
“ZEAL’s operating model is well suited for such an environment, and this could also become a strong competitive advantage for us in the UK market compared to many smaller operators.”
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The post ZEAL VP lined up to lead SevenCanyon as bosses hint at “consolidator” stance first appeared on EGR Intel.
Alex Green to head up UK prize draw group in the future, while ZEAL CEO Stefan Tweraser lays out how operator can take advantage of “fragmented” market
The post ZEAL VP lined up to lead SevenCanyon as bosses hint at “consolidator” stance first appeared on EGR Intel.