Light & Wonder is utilizing Flows‘ no-code automation solutions to power its player engagement products in Michigan.
The partnership has helped Light & Wonder roll out its Wonder Drops marketing jackpot solution in the state, as well as engagement tools such as Free Rounds, Multiplayer Games and tournaments and daily free games.
Wonder Drops allows operators to offer progressive or static cash prizes that can be added to any game in its network. The customizable, widget-based solution can be fully managed by operators to provide players with a personalized offering.
Light & Wonder, which appointed Simon Johnson as CEO of its iGaming division earlier this month, hailed the deal as a “key milestone” for both companies that will help to expand their respective footprints in the U.S. market.
“This launch of Light & Wonder’s marketing jackpots with a leading casino operator is a proud moment for Flows, highlighting the flexibility and strength of our platform,” said Flows CEO James King. “It demonstrates how our technology empowers clients to innovate quickly and effectively.
“We’re excited to expand these capabilities into new markets and continue supporting our clients’ success.”
Deal extends collaboration between Light & Wonder and Flows
Light & Wonder has been working with Flows for some time, leveraging its services to deliver an operator-funded marketing jackpots feature which is available to all of its partners.
L&W made a strategic investment into the technology provider in February 2024. The companies said at the time that the injection would allow Flows to scale its operations and accelerate its growth, with Kind noting it “will act as a catalyst, supercharging our growth and innovation across the board.”
Light & Wonder is just one of Flows’ portfolio of gaming industry partners, which also includes the likes of SpinCity Solutions, Swivel Gaming, PressEnter Group, Amelco and NetBet.
Flowa boosted its standing in the industry last August by achieving ISO certification in recognition of its “commitment to quality and international standards.” Last year, the company spoke to SBC News about how it helps its customers implement new ideas at optimal speed, and also chatted with SBC Americas about the technology it offers.
