Case Study

Instant Win Games

Many lotteries successfully operate digital Instant Win Games (‘IWGs’) as a core product within their wider iLottery solutions.

On average, IWGs contribute 25% of all online sales and deliver multiple strategic benefits for lotteries, including:

  • Creating a closer relationship with players

  • Diversifying the product portfolio

  • Engaging players with new content

  • Generating data and insights

  • Increasing returns to good causes

Our Ability

Attracting new players, and achieving sustainable growth, relies on a well considered roadmap of games, underpinned by strategic launch and marketing plans.

Camelot is both an operator and a game content provider, so we understand the market from both perspectives. We understand how to create great games and how important it is to give players access to a broad game portfolio, using other content providers.  

As an operator, we understand the importance of player protection measures, especially for instant games. We are uniquely positioned to address player protection from a number of angles:

    • Platform measures such as play limits and opt-outs
    • Data-driven insights to analyze player behaviour
    • CRM measures for individual customer communication and personalised player journeys.

With a proven track record in delivering compelling game portfolios, Camelot offers lotteries a custom game design and development service, tailored to its strategic goals and business targets.

Camelot’s team works in close collaboration with our customers, in a fast-paced agile environment, translating high-level requirements into solutions and meeting player needs through a roadmap of games.

Our way of working allows us to deliver a fully tested game for client testing within 6-8 weeks.



IWGs in Camelot's library


Increase in active weekly Irish National Lottery IWG players in just 24 months

IWG Players

Given the breadth of players across this category - their needs, expectations and motivations to play are often extremely diverse.

To gain their interest and long-term engagement, it is essential that the portfolio of IWGs on offer contain a wide range of game formats, themes, underlying game logic, and associated payout models.

For the Irish Lottery, Camelot created a 12-month rolling games roadmap, designed the game content, while also managing our content partners and the future portfolio, based on continued performance and insight.

The games delivered to the Lottery were developed in-house, in addition to third-party content, amounting to over 30 new games each year.


Working in partnership with our customers' iLottery and marketing teams, we have helped deliver measurable results across multiple lotteries.

For Loterie Romande in Switzerland, we delivered a new omni-channel experience across desktop, mobile and tablet. Utilising quality content that had been designed specifically according to player needs, the lottery has seen their annual IWG sales increase by 94%, with the average weekly spend per user increasing 13% Year-on-Year.

Similarly, our work with the Irish National Lottery has resulted in IWG sales increasing by 27% in 2017, and 40% in 2018. 


Year-on-Year increase in IWG sales for Loterie Romande

Getting in touch