Michigan’s Lottery announced a new partnership at the beginning of December with Camelot LS, the well-known and successful UK lottery company. The new partnership will see Camelot Lottery Solutions providing digital instant lottery games for Michigan players.
Wayne Pickup, Camelot LS Chief Executive, expressed excitement for the new partnership, stating, “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. 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.”
The Michigan Lottery sees a lot of revenue from e-instant or digital instant lottery games. Currently, the Michigan Lottery has over 300 digital instant lottery games on its site. Camelot’s fresh content will deliver a much needed boost for the Michigan Lottery. With fresh content and unique ways to play, the new partnership with Camelot will have exciting implications for Michigan Lottery players.
Camelot was started in 1994 and has been operating The National Lottery, UK’s most popular lottery brand, ever since. According to their website, around 60% of the adult population in the UK plays National Lottery games. Since its inception, the National Lottery has raised “billions of pounds every year for the public good.”
Camelot has been operating in North America for quite a while. The recent partnership in Michigan marks the third regulated market they’ve entered in the US. The Illinois Lottery has partnered with Camelot since 2017. The Arkansas Scholarship Lottery has used Camelot’s services since 2015.
“Providing our players with innovative and diverse instant win game options is key to the success of the Lottery’s online platform,” says Jake Harris, Player Relations Manager for Michigan Lottery. “We are excited to work with Camelot and bring new games to our players and enhance their online play experience.”
Camelot is adamant about promoting responsible gambling. As their business has grown, one thing has remained constant, their commitment to delivering content that encourages and supports healthy play wherever possible. The Michigan Lottery and MGCB are also not afraid to confront the realities of gambling disorder and likely selected Camelot for their similar mission and messaging. Camelot Lottery Solutions has a responsible gaming certification from the World Lottery Association’s (WLA) program for suppliers.
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Camelot’s expansion into new US markets has drawn some attention recently. A large, commercial, Czech-owned lottery company announced back in October 2022 its plans to purchase Camelot’s North American and UK operations. Just this month, it was announced that the UK Gambling Commission gave the green light for the acquisition to move forward. The leadership at Allwyn believes the acquisition will be a smooth transition and will result in Allwyn becoming the official provider for The National Lottery in the UK. The company also believes it will help Allwyn enter regulated US markets.
The company released this in a statement: “Allwyn’s ownership of Camelot will also produce greater clarity and certainty for the future of The National Lottery, for the good causes that it funds and for the employees of both Camelot and Allwyn. Allwyn looks forward to welcoming Camelot into the Allwyn family.”
For further updates on Camelot LS and the Michigan Lottery, stay connected at playonlinemichigan.com
Mac Daniel is a Michigan native and freelance writer for PlayOnlineCasino and PlayOnlineSportsBetting. He has experience writing about a wide variety of topics, including healthcare, tourism, non-profit organizations, and most recently casino and sportsbetting news. To check out more of his work, visit: playonlinemichigan.com