Allwyn, Illinois Lottery Operator, Announces Content Deal With Instant Win Gaming

Written By Katarina Vojvodic on February 7, 2024
Cartoon Hands Play Instant Win Lottery

Allwyn partnered with Instant Win Gaming (IWG) to improve its content offering. Swiss-based Allwyn is a multi-national lottery operator and the operator for the Illinois Lottery.

IWG is a supplier of online instant win games to lotteries. With a strong North American presence, the company works with more than 25 national and state lotteries around the globe. IWG has developed a strong portfolio of games across numerous categories, including over 250 titles.

Allwyn’s collaboration with IWG to bring new opportunities

According to a news release, Allwyn is partnering with IWG’s co-founders, Rhydian Fisher and Simon Bucknall. The two companies will explore new opportunities and drive innovation in the online instant win games space.

Allwyn Chief Investment Officer Stepan Dlouhy said in the company’s release:

“Allwyn’s agreement with IWG will enable us to create and leverage high-quality content throughout the group. This demonstrates our ambition to deliver the best user experience to players across our international markets, and to be the operator of choice. Rhydian and Simon bring a wealth of sector knowledge and creativity and we are excited to collaborate and explore new opportunities.”

The partnership aims to capitalize on Allwyn’s expertise and knowledge of the lottery consumer to help IWG deliver value for existing partners. Rhydian Fisher, IWG CEO, said his company is partnering with Allwyn to take IWG’s success and proposition “to the next level.”

Fisher said: “Allwyn’s deep expertise and knowledge of the lottery consumer will help us to deliver immediate and significant value for our existing partners, while this step will also create new opportunities for the brilliant games our team develops.”

Allwyn will hold a 70% stake in IWG’s business

Allwyn has agreed to invest in IWG, acquiring a 70% stake in IWG’s business. It will finance the investment using its existing financial resources.

If all goes according to plan, the investment in IWG will be finalized in the second half of 2024, subject to customary closing conditions. IWG reported earnings before interest, tax, depreciation, and amortization (EBITA) of almost $31 million for the financial year ending 30 April 2023.

No changes will be made to IWG’s team following the investment by Allwyn. Co-founder Rhydian Fisher will retain his role as the company’s CEO, while Simon Bucknall will remain COO.

The deal comes after Allwyn takes over UK National Lottery and Illinois Lottery

Last week, Allwyn officially took control of the UK National Lottery. It was almost a year and a half after it received the UK Gambling Commission license.

In January 2023, Allwyn got the green light in the UK to acquire Camelot UK Lotteries Limited, adding the UK’s National Lottery to its portfolio.

After last year’s acquisition, the operator for the Illinois Lottery, Camelot Illinois was renamed Allwyn North America. Upon completion of the acquisition, the purchase opened doors to two substantial lottery markets, the UK and Illinois.

Photo by PlayUSA
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Katarina Vojvodic

Katarina Vojvodic is a lead writer for PlayUSA who lives in Toronto. Vojvodic provides coverage of the US gambling industry with a focus on US online casinos. Previously, she covered Ontario’s online gambling industry for PlayCanada.com. Vojvodic holds a master’s degree in journalism from the University of Belgrade. Outside working hours, she can be found near the water with her husband and their two kids.

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