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Merv Digital Solutions, a Louisville, Kentucky, holding company focused on digital lottery and online gambling content, has signed an exclusive global partnership with experiential promotions company Atlas Experiences.
The companies will build eInstant and online casino games that offer real-world experiences as prizes, according to a news release dated Sept. 18.
The partnership aims to give players access to prizes beyond traditional cash while helping operators diversify their offerings and stand out in a competitive market.
Prizes expand beyond cash to experiences
Prizes may include premium travel, exclusive entertainment and trips to iconic destinations. Players may also win access to live events and other unique experiences worldwide. The companies said the prizes will be integrated directly into the player experience.
“We believe experiential prizes can drive engagement, loyalty and excitement among players in a completely different way,” said Derek Gwaltney, founder and CEO of Atlas Experiences.
Lotteries and online gambling companies are target market
The partnership targets lotteries, gaming companies, online gambling operators and platform providers worldwide. The companies plan to develop both custom and scalable game concepts featuring experiential prizes.
Operators will have opportunities to add the prizes to their game portfolios and use them in wider promotional strategies.
Live-event specialist enters online gambling space
Atlas Experiences runs experiential promotions, destination experiences, live game shows and custom prize programs that connect players with brands through travel, entertainment and live events. It works with lotteries, gaming organizations and corporate clients in the US and worldwide. The partnership extends that model into digital gaming.
“This partnership represents an exciting opportunity to bring Atlas Experiences into the rapidly growing iGaming and eInstant space,” Gwaltney said.
He added that the partnership will let the companies create games that offer prizes such as memorable trips and exclusive experiences, and that the titles will help operators differentiate their content.
Merv Digital builds online games
Merv Digital’s creative, design and development teams will turn ideas from both companies into digital games for the global market. Founder and CEO Merv Huber is a lottery and online casino industry veteran.
“This partnership with Atlas Experiences represents an exciting opportunity to redefine how players interact with iGaming and eInstant content,” Huber said. “By combining our creative development expertise with Atlas’ experiential rewards, we’re creating games that can stand apart in an increasingly competitive market. Players are looking for new ways to engage, and together we can provide operators with innovative content that creates excitement and stronger connections with their players.”
Partners eye new gaming category
According to a post by Public Gaming Research Institute, both companies said they aim to create a new category of gaming content that combines digital play with real-world rewards. The content will center on anticipation, aspiration and the chance at a truly memorable win.
Merv Digital operates two studios. Merv Game Studio develops digital game content, and Merv Marketing Studio provides digital marketing strategy services. Huber founded the company on the belief that the best digital lottery and iGaming content pairs deep industry expertise with bold creative thinking.
The companies did not disclose financial terms, launch dates or their first operator partners.
