Michigan Lottery anticipates more mobile growth

Michigan Lottery anticipates more mobile growth

Tuesday, October 18, 2016 Posted by Totally Gaming
Instant games a huge market for lottery operator

Jason Lisiecki, digital products director at the Michigan Lottery, told TotallyGaming.com: “Currently about 50 percent of the play for our online games is done via mobile. We expect that to increase to 60 percent next year. At present we have over 400,000 players registered to play our online games.”

The number of games has recently been boosted by a deal with Instant Win Gaming (IWG) for the first Remote Game Server (RGS) integration onto a US lottery. The deal opens up a pipeline of innovative, fresh content for US lotteries to complement their existing products.

Lisiecki explained: “Instant win games on MichiganLottery.com make up more than 95 percent of total online sales. It's clearly a huge part of our business and our players have grown to expect new instant game content every few weeks.”

IWG has been a service provider and supplier of content to lotteries for over 10 years, producing and delivering more than instant win games on desktop and mobile, as well as providing valuable strategic and marketing support.

Lisiecki commented: “We were attracted to IWG's content because of the game mechanics they offer, high quality graphics and animations, and unique licensed property opportunities they bring to the table.

“Their track record in the European market is impressive, too. As the integration project progressed, it quickly became clear to the entire Lottery team that we were teaming up with a world class organisation that will help us achieve our digital goals and move our business forward.”

Rhydian Fisher, CEO at IWG, added: “We’re excited and proud to complete the first RGS integration onto a US lottery. We’ve worked with Michigan Lottery for some time and they’ve been a fantastic partner.

“This really does open up some unique content for US lottery players. There is huge demand for instant win content in addition to the traditional lottery products and we’re passionate about delivering the very best instant win games that entertain and engage players.”

Totally Gaming says: Lottery operators have a great opportunity to ‘normalise’ attitudes to online gaming in the states given that many offer casino-like games via the Internet thanks to their operating licence. However it is unlikely that many would lobby for deregulation in that area given the usual monopoly status they enjoy under the status quo. 

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