ALC and IWG Ink Omnichannel Games Partnership

Once more the Atlantic Lottery Corporation is putting effort into expanding its already impressive iGaming offerings. This week, the Crown corporation announced that it has inked a collaboration agreement with Instant Win Gaming. This will allow the latter to develop omnichannel content for the Crown agency and its many Atlantic players.

The Atlantic Lottery Corporation is a state-run agency that oversees and offers regulated gambling and lottery entertainment to the four Atlantic regions of Canada. Through its operations, it is able to reinvest all of its proceeds to the provinces of New Brunswick, Prince Edward Island, Nova Scotia and Newfoundland and Labrador and their essential services.

Forming New Partnership

As a part of the agreement, Instant Win Gaming will be tasked with developing omnichannel games for players of the Atlantic Lottery Corporation. Now, the gaming supplier is set to produce some of its e-Instant titles as retail instant tickets and pull-tabs for the ALC. The first title which will be adapted via the initiative will be Super Cash Buster.

Robert Lalonde, ALC Director of iGaming commented that the Crown corporation is eager to produce new omnichannel games with the provider. He continued by saying that ALC players do not see retail lottery and iLottery as different products but rather as different sales channels. He thanked IWG for assisting the Crown with its continued efforts to boost its retail and online offerings.

Super Cash Buster will be the first redesigned title for the Crown, and the game has been quite popular over the last several years among Atlantic players. Previously, the title was printed into physical tickets by the Crown’s partner Scientific Games. After the new agreement, IWG will recreate more titles for the lottery including Protector’s Gold, which debuted as a pull-tab product.

Rhydian Fisher, CEO of IWG, thanked the ALC for the opportunity. He explained that over the last 20 years, it has become quite common for lotteries to ask the company to produce e-Instants in printed versions. He also notes that it is equally common for lotteries to ask their supplier partners to produce games that incorporate proven IWG brands.

Prominent in Another Province

In addition to partnering with the ALC, Instant Win Gaming has also been acquired as a partner by the British Columbia Lottery Corporation. The two first shook hands on a partnership back in 2018. Then in 2021the BCLC became the fifth North American lottery to introduce the IWG’s revolutionary technology of InstantJackpots. The offering is now available on the Crown’s PlayNow platform.

Then in May 2021, the BCLC awarded a contract extension to the leading e-Instant provider. Via this extension, the two companies are set to work together and entertain local players until at least 2026. Also, the supplier’s InstantGames contents will continue to flow into the Crown’s official platform via the provider’s innovative remote game server InstantsRGS™.

Source: Horner, Charlie “Atlantic Lottery Corp enlists IWG to produce omnichannel gamesLottery Daily, October 3, 2022

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Yolina has followed closely the latest development on the Canadian gaming scene over the past years, monitoring the land-based, lottery, and online offerings up for grabs. The dynamic nature of the local lottery and casino fields, as well as the opportunities lying ahead of Canada fire her enthusiasm for what is to come. A sports betting enthusiast, in her spare time Yolina could be found in her natural habitat – turning the pages of biographies and catching up on the latest stand-up comedy podcasts.