IWG has partnered with lottery marketing services provider, Alchemy3, to develop omnichannel licensed games for the North American lottery market.
As part of the new partnership, IWG will combine its eInstant mechanics with Alchemy3’s range of popular brands to create games that bridge lotteries’ retail and digital sales channels.
IWG and Alchemy3 have already launched a SKEE-BALL game with the Pennsylvania Lottery that is simultaneously offered in digital eInstant, retail Scratch-Off, Keno, and Fast Play formats. Players can play SKEE-BALL in one of the retail versions, and collect a promotional code that awards free play of the online version.
Together, IWG and Alchemy3 have plans to expand into IWG’s North American lottery client network through its Progressive Play RGS. Partnering with Alchemy3 allows IWG to enhance and diversify its product portfolio, providing its lottery partners with established content and themes.
Rhydian Fisher, IWG CEO, said: “This is an exciting partnership for us that will enable us to deliver high impact, omnichannel offerings to our ever-growing partner list. Branded games are a great way to connect play across retail and digital.
“We’re sure that Alchemy3’s popular brands along with our proven industry expertise will result in exciting new eInstant and cross-channel experiences.”
Jeffrey Schweig, President at Alchemy3, said: “We’re thrilled to be working with the team at IWG and can’t wait to see the launch of these new games in the North American lottery market.
“The Company is highly-regarded for delivering the best eInstant games to the lottery sector and we’re confident players will come to love the new concepts that they will be developing over the coming months.”