In an exciting development for the gaming industry, Light & Wonder has announced a strategic collaboration with Flows to enhance its player engagement product line, particularly for players in Michigan. This partnership is set to strengthen the companies’ presence in the burgeoning U.S. market, particularly as they prepare for a wider global expansion.
Launch of Wonder Drops
The collaboration has already led to the debut of a new marketing jackpot solution named Wonder Drops. This innovative solution enables operators to seamlessly add either progressive or static cash prizes to any game within the Light & Wonder network. The feature is designed to be highly customizable, using a widget-based format that allows operators to manage and tailor offerings to engage players more personally.
James King, the CEO of Flows, emphasized the significance of this launch, stating, ‘This launch of Light & Wonder’s marketing jackpots with a leading casino operator is a proud moment for Flows. It highlights the flexibility and strength of our platform, demonstrating how our technology empowers clients to innovate quickly and effectively.’
Broader Engagement Tools
Beyond the rollout of Wonder Drops, the partnership will also facilitate the launch of additional player engagement tools in Michigan. This includes offerings such as Free Rounds, Multiplayer Games, tournaments, and daily free games, all aimed at enhancing the overall gaming experience for players in the state. King expressed enthusiasm for the partnership’s potential, noting, ‘We’re excited to expand these capabilities into new markets and continue supporting our clients’ success.’
Leadership Changes at Light & Wonder
This announcement comes on the heels of recent leadership changes within Light & Wonder, as Simon Johnson has been appointed as the new CEO of the company’s iGaming division. Johnson takes over from Dylan Slaney, who stepped down from the role in November 2024 due to personal reasons.
In his new role, Johnson shared his excitement about the opportunities ahead for the iGaming team at Light & Wonder. ‘I am energised by the opportunities ahead and eager to work with our incredibly talented iGaming team across the world,’ he stated.
As Light & Wonder continues to expand its offerings and enhance player engagement through partnerships like the one with Flows, the company is well-positioned to strengthen its footprint in the competitive U.S. gaming market. The collaboration marks a significant milestone for both firms as they venture into new opportunities for growth and player engagement in the gaming sector.
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