Gaming firm Light & Wonder expands partnerships and markets, invests in automation startup Flows in ambitious growth strategy. (Image by Gerd Altmann from Pixabay)
Gaming firm Light & Wonder is expanding its lineup of online casino offerings through some new partnerships lately.
In 2022 we reported the software provider’s acquisition of Plazido. L&W is also partners with live casino brand Authentic Gaming. Now the company’s ambitions are spreading far and wide with a series of new deals!
The company has teamed up with a couple of game developers, RubyPlay and Everi Digital, to add over 170 new games to its platform—stuff like slots and other casino titles.
These deals give Light & Wonder a bigger catalog to offer gambling sites it partners with globally.
In another deal, Light & Wonder signed an exclusive agreement with a UK company called 1X2 Network to distribute 1X2’s games in Michigan.
This will introduce 1X2’s slots, virtual sports, instant win games to the US for the first time, starting in Michigan but with plans to expand into more states soon.
On the tech side of things, Light & Wonder is investing in a startup named Flows that has built a no-code platform that lets gaming companies automate processes without needing engineering talent. Flows even uses AI for voice-controlled building of products. Light & Wonder has already used Flows to roll out jackpot features faster and more efficiently.
With all these recent moves—new partnerships, market expansion into places like the US and Italy, and investing in automation startups—it’s clear Light & Wonder has an ambitious growth strategy in the works. It seems to be working, and investors are happy as the company has recorded a +43.10% rise in value on the stock market since its 2023 market open as per our recent Gambling Share Prices 2024 – Issue 3 update.
Light & Wonder Teams Up to Expand Gaming Lineup
Gaming tech firm Light & Wonder is joining forces with two game developers to beef up its selection of online slots and other casino games. First, Light & Wonder is pairing up with RubyPlay. This gets Light & Wonder access to RubyPlay’s library of over 100 games. One of RubyPlay’s most popular series is Immortal Ways. This series has a special feature called the Immortal Ways mechanic that gives players tons of chances to win.
RubyPlay’s Chief Product Guy Dr. Eyal Loz is pumped that the deal will let way more people globally try RubyPlay’s one-of-a-kind games. This is because Light & Wonder has partners all over. Light & Wonder is also expanding its existing deal with Everi Digital. Everi Digital is the online casino unit of gaming company Everi Holdings. The new terms have Light & Wonder offering up Everi Digital’s 70+ games to gambling sites in places like the UK gambling marker where the company has a UKGC licensing cert. Plus, L&W also plans expansion in Italy and South America. This will be the first time Everi Digital’s titles hit Italy.
Everi Digital VP Jordan Brent welcomes the opportunity for his games to find fresh audiences outside of North America. That’s where they’ve already done well. Light & Wonder exec Steve Mayes said his team is always looking to grow its gaming selections. He said Everi’s upcoming skill games and stepping stone games will help mix things up.
The two new partnerships show Light & Wonder’s plan to join up with all sorts of game studios, big and small. The goal is to give its gambling site partners a full menu of games to offer. This strategy aims to spur growth across online gambling.
Light & Wonder Teams Up with 1X2 Network to Launch Games in Michigan
Gaming heavyweight Light & Wonder has signed an exclusive partnership with UK casino company 1X2 Network to distribute 1X2’s games in Michigan. This marks 1X2’s first foray into the lucrative US market. Under the agreement, Light & Wonder will be the sole distributor and platform provider for 1X2 Network’s games in Michigan, including the company’s selection of slots, virtual sports, and instant win titles.
The move signals 1X2 Network’s launch and expansion into the States through Light & Wonder’s established distribution network and aggregation platform.
“We couldn’t be more thrilled to have Light & Wonder in our corner as we make our debut in America” said 1X2 Network Chief Executive Kevin Reid. “Their top-notch platform and connections with gaming operators across Michigan gives us the perfect springboard.”
Light & Wonder’s Digital Partnerships Director Steve Mayes returned the sentiment: “1X2 has built a stellar reputation and fanbase across the pond for their innovative, player-friendly games. I’m confident Michigan players will love what they bring to the table.”
What’s Next for the Brand?
While the partnership kicks off in Michigan, Reid noted that 1X2 Network has already started working to expand into additional states in the near future. The deal expands on an already successful alliance between the two gaming companies in Europe. Light & Wonder seems eager to leverage that momentum to introduce 1X2’s “slick and popular games” to the booming US gaming landscape.
Recent Light & Wonder US Partnerships: L&W recently moved into the Michigan iGaming market with its sister brand Authentic Gaming to become one of five live casino brands in the country via a deal with BetRivers. The brand has since also signed another agreement with Ceasars.
Light & Wonder Bets on Automation Startup Flows
Gaming leader Light & Wonder is putting its money behind Flows, a young company making it easy to automate tasks without coding. Light & Wonder said it sees big potential in Flows’ tech.
What’s Flows All About?
Flows built software that lets gaming firms set up automated processes fast, without needing engineers. This saves these companies time and headache.In the past, Flows’ platform already helped Light & Wonder roll out new jackpot features for its partners. It’s also boosted efficiency.
Talk Instead of Code?
Flows just introduced new voice control tools too. They use artificial intelligence to let customers build jackpots and other products by verbally giving commands rather than old school coding.
Investment a “Smart Next Move,” Says Light & Wonder
Light & Wonder’s gaming boss Dylan Slaney called the investment in Flows a “smart next step.” His company already saw Flows’ tech pay off. The funding will help Flows spread its wings further.
In the L&W offcial news report Flows CEO Gives Thanks: “Thanks to Light & Wonder for believing in us,” said Flows head honcho James King. He said the money would let Flows power innovation and hopefully become a major no-code player globally.
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