Allwyn North America announced on Monday that it is launching its portfolio of e-Instants in the state through a partnership with the Michigan Lottery. The deal kicks off with Super Cash Bolt, a new version of the internationally-popular Cash Bolt franchise that Allwyn customized for the Michigan market.
Allwyn North America holds a library of over 300 unique games that it could bring to the US iLottery scene. Already established a popular gaming brand in Europe, Allwyn NA looks to bring that same enthusiasm to Michigan online lottery players.
Its first title is Super Cash Bolt, working off the successful Cash Bolt series of games that has performed well overseas in the UK, Ireland and Switzerland.
Michigan Lottery Commissioner Suzanna Shkreli commented on the new partnership in a press release.
“We are excited to partner with Allwyn to introduce Super Cash Bolt to Michigan lottery players. This innovative e-Instant game ushers in a new era of digital gaming with its dynamic features and immersive gameplay. We’re always looking for ways to enhance player engagement, provide convenience, and deliver exceptional entertainment, and this game reflects our commitment to offering experiences that resonate with our players.”
This new partnership will add to Michigan’s already robust library of iLottery games, which could help it bounce back from declining sales with the introduction of online casinos and sports betting.
Allwyn designed Super Cash Bolt for Michigan market
Super Cash Bolt has been customized for the Michigan Lottery as part of Allwyn’s locally-focused content strategy. The company says its goal is to understand local markets and provide an array of games to meet the needs of diverse players.
Super Cash Bolt offers:
- Tailored gameplay: A unique gaming experience based on the company’s flagship Cash Bolt, but tweaked for players in Michigan.
- Engaging mechanics: Symbol collection, cascading grids, interactive bonus rounds, extended play experience, and a standalone prize game.
- Visual excellence: Vivid animations, cutting-edge graphics, and a neon aesthetic create a new and energized gaming experience.
- Flexibility: Dual-orientation play in portrait or landscape modes allows players to enjoy the game in their ideal format, which allows players to enjoy the game anywhere, anytime.
Super Cash Bolt will have wager options that range from $0.10 to $30. The top prize potential is $150,000.
Michigan providing springboard for Allwyn’s NA expansion
Allwyn North America has been working with Instant Win Gaming (IWG) to be able to deliver their games through IWG’s InstantRGS system. This creates a simplified and faster way to bring games into new markets and not require additional technical help from the Michigan Lottery.
Starting with Michigan, Allwyn is hoping it can be a quick jumping off point for expansion into more North American iLottery gaming libraries.
Allwyn North America CEO Wayne Pickup detailed their hopes in the press release.
“We deliver tailored, immersive gaming experiences for players. We help lotteries build engagement in a digital world, by offering players what they want – an engaging experience, immersive animations, and options for short or long-form gameplay. We can’t wait to unleash the full capability of the Allwyn catalog in the U.S.”
Allwyn is a full-service lottery operator, supplier and business partner to North American lotteries. It operates the Illinois Lottery through its purchase of The Camelot LS Group. It also has ties to the Pennsylvania Lottery and the Arkansas Lottery.
Michigan iLottery struggling to compete with online gambling
The Michigan Lottery is one of the largest online lotteries in the US in terms of gaming library. The state offers nearly 250 different online game options currently. Additional games are on the horizon thanks to the new partnership with Allwyn North America.
The state’s online lottery began on Aug. 11, 2014 with nine instant games. Unlike other states that have seen major booms in online lottery sales through their instant products, Michigan hasn’t seen that same level of consistency.
In 2021, iLottery accounted for $241.8 million in revenue for Michigan. However, that dropped to $193.2 million in 2022 and $183.5 million in 2023.
That decline coincides with the launch of both online sports betting and online casinos in Michigan. Both started in January of 2021.
Earlier this year, the Michigan Lottery announced it will be moving on from an online lottery partnership with Pollard Banknote starting in July 2026. These two have worked together for retail and online lottery games and products for more than 25 years.
Since 1972, the Michigan Lottery has contributed more than $28 billion to support public education. The iLottery in the state is responsible for over $1.3 billion in contributions.
