IWG - Instant Win Gaming

History and Founding

IWG was founded in 2011 by Rhydian Fisher and Simon Bucknall, who brought over two decades of combined experience in lottery and gaming. The company set out to specialise exclusively in digital instant win games, replicating the appeal of physical scratch-cards with dynamic digital features. Headquartered in London, IWG has since expanded to serve more than 25 national and state lotteries, particularly in North America.

Business Model and Technology

IWG operates a B2B model, providing lotteries and iGaming operators with a complete solution for eInstant games. Its core technology platform is InstantRGS (Remote Game Server), a scalable content delivery system that hosts IWG's game library and integrates with operators' digital ecosystems. The platform runs from secure data centres in the UK, Gibraltar, Canada, and North America, ensuring low-latency global delivery. IWG also offers consultancy, game strategy, market analysis, creative design, certification, launch, and ongoing portfolio optimisation.

Products and Game Library

IWG produces over 300 new InstantGames each year, spanning classic scratch-style, themed, and mechanic-driven titles such as multipliers, bonus rounds, and pick-and-win formats. Notable titles include branded partnerships like Monopoly-inspired games (with Hasbro) and original IPs such as Lucky 7s, Cash Cube, and Billionaire. The company also collaborates with Inspired Entertainment to deliver instant-win virtual sports to North American lotteries. Custom-branded and white-label games are also available.

Market Position and Competition

IWG is a leading specialist in the eInstant segment, which is growing faster than traditional retail scratch-cards. The company is a certified supplier to WLA- and NASPL-member lotteries and has extended its content to commercial iGaming operators. Recent contract extensions with the Virginia Lottery and New Hampshire Lottery (August 2025) underscore its sustained trust in North America. Competitors include other lottery content providers, but IWG's high-volume game development and turnkey platform give it a distinct edge.

Acquisition by Allwyn

In February 2024, Allwyn announced an agreement to acquire a 70% stake in IWG, which closed later that year. The investment was valued based on IWG's EBITDA of £18.2m for the year ending April 2023. Allwyn, the operator of national lotteries in several countries, aimed to strengthen its content offering. IWG continues to operate as a standalone entity under its existing management and brand, with Fisher and Bucknall retaining their roles.

Recent Recognition and Awards

In July 2025, IWG won the EGR B2B Lottery Supplier of the Year award, reflecting industry recognition of its product quality and service.