Allwyn North America, a subsidiary of global lottery operator Allwyn, has debuted its e-Instants in the US by partnering with the Michigan Lottery. Michigan players will be the first to get access to Allwyn’s catalog of over 300 games, starting with Super Cash Bolt. The announcement marks another step in Allwyn’s growth in the US and highlights the growing appeal of the US iLottery sector for global operators.
Suzanna Shkreli, Michigan Lottery Commissioner, expressed excitement about partnering with Allwyn:
We are excited to partner with Allwyn to introduce Super Cash Bolt to Michigan lottery players. This innovative e-Instant game ushers in a new era of digital gaming with its dynamic features and immersive gameplay. We’re always looking for ways to enhance player engagement, provide convenience, and deliver exceptional entertainment, and this game reflects our commitment to offering experiences that resonate with our players.
Meanwhile, Wayne Pickup, Allwyn’s North America CEO, emphasized the company’s focus on increasing player engagement through customizable experiences. He also expressed enthusiasm about introducing Allwyn’s entire catalog in the US.
To improve efficiency, Allwyn will distribute its games through the InstantRGS game server by Instant Win Gaming (IWG). Allwyn recently acquired a controlling interest in IWG through a partnership first announced in February.
Gaining access to a platform already in use by many US lotteries has made it much easier for Allwyn to bring its e-Instants to market. Having the technology in place eliminates the need for additional technical development and enables rapid market deployment.
Super Cash Bolt promises engaging experience
Allwyn’s first US instant game, Super Cash Bolt, is now available to Michigan online lottery players. It’s based on Cash Bolt, one of Allwyn’s flagship products in the UK, Ireland, and Switzerland. However, according to Allwyn, the “Super” version has been customized to meet the needs of Michiganders.
Key features include:
- Tailored gameplay explicitly designed for Michigan players.
- Dynamic Mechanics include cascading grids, interactive bonus rounds, symbol collection, extended play experiences, and a standalone prize game.
- High-quality graphics and animations and a neon aesthetic.
- Flexibility for mobile players with the option to play in portrait or landscape mode.
The ticket cost ranges from $0.10 to $30, and the top prize is $150,000. Players have a 1 in 4.48 chance of winning a prize per play.
Allwyn expands its presence in the US
Although this is the first time Allwyn has launched its in-house game content in the US, it isn’t entirely new to the market. It has been the operating partner of the Illinois Lottery since last year when it acquired Camelot Illinois. It subsequently changed that subsidiary’s name to Allwyn North America and has used it to spearhead deals like this one with the Michigan Lottery.
Despite being a giant in the global lottery market, Allwyn had no presence in the US prior to the Camelot acquisition. At the time, Allwyn CEO Robert Chvátal called the US market “an important part of Allwyn’s future growth story.”
Since then, Allwyn has continued its US growth by purchasing a 70% stake in IWG.
IWG is a supplier of instant-win games for online lotteries and has partnered with multiple US lotteries like Michigan, Virginia, Pennsylvania, and New Hampshire. It offers interactive games like Triple Eagle Bonus, EZ Instants with progressive jackpots, and Jackpot Spectacular, the first multistate progressive jackpot eInstant.
Significantly, IWG provides its games to the Michigan Lottery through a remote games server, which is now being used for Allwyn’s content as well.
iLottery’s popularity could attract more global suppliers
Allwyn’s expansion highlights the growing appeal of US online lotteries to global operators. As online casino expansion has stalled in recent years, iLottery has emerged as a more accessible alternative for gambling expansion. Currently, 15 states and Washington D.C. offer online lottery purchases, double those offering iGaming. In addition, Kansas expects to launch iLottery in 2025, while Massachusetts will likely go live in early 2026.
The popularity of iLottery is evident in states like Virginia. For the fiscal year 2024, online sales exceeded the retail channel, a milestone for the US lottery market. Meanwhile, online instant sales in North Carolina reached $1 billion only seven months after their introduction. To meet the demand, suppliers, and operators are increasingly expanding offerings, including various progressive jackpot eInstants.
Given the rising demand, Allwyn’s e-Instants debut is unsurprising. The trend will likely attract more global suppliers looking to tap into the thriving US iLottery market and operators looking to offer unique options.
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