Through the agreement, the former will offer its portfolio of e-Instant game titles, which have been designed to meet the needs of its operating partners and their players.
Camelot noted that instant win games are an important part of Michigan Lottery’s digital offerings, and help the organisation meet its aim of maximising net revenues to supplement state education programmes.
The group added that its content will both contribute to the success of the digital lottery programme and support Michigan Lottery in its efforts to provide players with a social responsible product. It has obtained responsible gaming certification under the World Lottery Association’s (WLA) programme for suppliers.
“We’re proud to start this partnership with the Michigan Lottery, which has been leading the way in e-Instant performance in the United States,” said Camelot LS Chief Executive Wayne Pickup.
“We have a library of around 200 games, which have been among the very highest performing e-Instant games in the UK, Ireland, and Switzerland. We can’t wait to bring these games to North America.”
Camelot already has a strong presence in the North American market, serving as the operator of the Illinois Lottery since 2017, and as a commercial partner to the Arkansas Scholarship Lottery since 2015.
Michigan Lottery Player Relations Manager Jake Harris commented: “Providing our players with innovative and diverse instant win game options is key to the success of the Lottery’s online platform.
“We are excited to work with Camelot and bring new games to our players and enhance their online play experience.”
Last month, Allwyn AG agreed to acquire Camelot UK from the Ontario Teachers’ Pension Plan Board, with Camelot to become a wholly-owned subsidiary of Allwyn.
