Public Gaming International May/June 2020

73 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2020 "Pennsylvania Payout is a perfect example of IWG utilizing iLottery game best practices and blending our PA Lottery we have a distribution network that we can rely on to extend a game’s reach. That is much harder and riskier to do when you only have one or two iLottery instant clients.” STAYING NIMBLE WITH GROWTH One of the key challenges for an organization in growth mode is remaining nimble to ensure high quality products for Lotteries while maintaining deadlines and launches. It’s something that IWG is well aware of and look to stay true to its roots. “Actually, it’s amazing how IWG is working with us these days,” says DeHaven. “We obviously have a planned roadmap with many of these concepts being built from the ground up, so not an easy task. Then, in the midst of all of this, IWG will share four or ve game demos that are readily available that we did not know were coming. Sometimes we’ll take the games, other times we’ll use them as shelf content. It’s no pressure but certainly nice to have when unique circumstances warrant shifts in our roadmap.” So, how does IWG do it? Again, it falls back on the company’s experience of delivering hundreds of titles to Lotteries, but also optimizing its output to be most ef cient. Simon Bucknall, COO of IWG, provides further detail: “It’s impossible to start up a Lottery games studio and be ring off all cylinder’s day one. Lotteries are so unique with regulations and custom state-by-state framework, that there is not a blueprint to follow. We’ve learned how to do this over the years and have evolved our department structure, systems, processes and procedures. For us, our success comes down to our client support, but also the IWG team that is not seen by our clients. We are lucky to have a great, committed team in London who take great pride at being the best when it comes to iLottery instant content.” CUSTOMIZED CONTENT While offering games across a network of Lottery clients maximizes the investment it takes to build a game, it is often the custom work speci c to a Lottery that is the most rewarding for players. For IWG, it is very important to leverage this experience to build custom games in tandem with the Lottery. “We are in a fortunate position where our Lottery partners really trust and lean on our iLottery game experience,” says Jason Lisiecki, VP of North America at IWG. “What makes a retail game successful does not always apply to the iLottery instant game. It’s important that when we begin working with new Lottery partners, they are receptive to learning what makes an iLottery game work well. On the ip side to that, we understand that it is not a one-way street. We need to lean on their in-market experience to really develop a game that makes their players excited. It is when you blend this local-how- to knowledge with iLottery game best practices, when you get amazing results.” One of the best real market examples that showcases this product blend between iLottery best practice and local know- how is Pennsylvania Payout. The goal for this game was simple, to leverage a successful scratch game and apply digital best practices, according to Lisiecki. “We utilized simple things, like the same retail game title artwork, keystone symbols that relate to Pennsylvania players, offer a familiar game mechanic and utilize the recognizable color scheme from the Pennsylvania Lottery logo.” The game was a tremendous success from day one and is proving to have strong retention for players several months after its launch. knowledge from our Products team," says Stephanie Weyant at Pennsylvania Lottery. “I think this game was really appreciated by our players because they are so passionate about the Commonwealth. A simple thing like “Pennsylvania” in the title really stands out from other games in our portfolio, and it’s proving to be a hit.” WHAT’S NEXT FOR IWG 2020 is shaping to be a big year for the iLottery games supplier with several additional integrations on the horizon, new and exciting game concepts and more partnerships within the industry. The company is also taking its unique iLottery instant experience and starting up a Strategic Services business unit to offer additional value to current clients and prospective clients. Fisher adds: “It became clear to me that we can provide unmatched support from a strategic point of view. For example, we provided a custom report to Atlantic Lottery Corporation, capturing North America iLottery Instant Win best practices. The Lottery executed many of the strategic recommendations and their daily GGR increased by over 50%. Not many people realize this, but ALC is the longest tenured online Lottery in North America, so to achieve awesome results like this is no small feat.” In addition to Strategic Services, IWG will of course continue to produce high quality games content for its vast Lottery partner list. One thing is for sure, in the land of giants, it’s clear that Lotteries who partner with IWG can rely on its speed, agility and experience to enhance its iLottery offering.