La Fleur’s sits down with IWG’s newly appointed VP of North America Jason Lisiecki and CEO Rhydian Fisher to find out more about the instant win supplier’s ambitions for the North American lottery market
“This is a real coup for us,” answers IWG CEO Rhydian Fisher, when asked about the appointment of Jason Lisiecki as its new VP of North America.
The digital instant win supplier has rapidly grown its presence across the North American landscape in recent times, partnering with some of the biggest lotteries, and the new hire signals the company’s ambitions to expand its network of lottery partners even further.
Lisiecki, who started with IWG in May, is eager to play a significant role in helping to grow the business even further across the region. IWG’s network of partners already includes Atlantic Lottery, British Columbia Lottery, Georgia Lottery, Loto-Québec and Michigan Lottery, and he already has his sights on expanding its customer base.
“IWG are world class in delivering premiere digital instant win games for lottery partners across the globe. We are excited at the opportunity to grow our presence in North America as more lotteries look to go online,” explained Lisiecki.
“It’s a very exciting role for me,” added Lisiecki.
Key to Lisiecki’s recruitment to IWG, according to Fisher, is his knowledge of the North American lottery market, having previously held the position of Digital Products Director for Michigan Lottery.
“It’s very unique in the North American lottery market to have the level of experience he has, which is why we’re more than delighted he has joined the IWG team,” explained Fisher. “He has first-hand experience in what is required to successfully launch an online offering, which will be invaluable as we look to help other lotteries aiming to replicate the success Michigan Lottery has achieved.”
“He has first-hand experience of what is required to successfully launch an online offering, which will be invaluable as we look to help other lotteries aiming to replicate the success Michigan Lottery has achieved.”
The new hire is no stranger to IWG’s content, having worked closely with the provider and launching its games while overseeing Michigan Lottery’s online portfolio. The lottery is often regarded as one of the most successful in North America, delivering strong revenues with a dedicated team determined to provide a quality user experience. Lisiecki believes his time spent in Michigan will be key in helping other lotteries in launching online content.
“During my stint managing Michigan Lottery’s digital product portfolio, I gained valuable experience in understanding how the games work, the mechanics which are popular with players and how to develop top notch prize structures,” he said. “I’ve also been heavily involved in creating omni-channel opportunities that drive retail players to online and then back to retail.”
“I’ve also been heavily involved in creating omni-channel opportunities that drive retail players to online and then back to retail.”
His understanding of the market will be key to developing the supplier’s presence in the region. With nearly 10 years’ experience working on the other side of the fence, he knows what it takes to deliver quality games and provide quality partner support.
One of his main reasons for joining IWG was the reputation it has built as an independent, nimble provider that is able to work closely with its partners. It’s this factor, according to Lisiecki, which will help the supplier grow.
“It’s really important for a lottery to have more than one content supplier as they can provide different types of games, appealing to a wider range of players. The beauty of IWG is that they’re truly independent of the major lottery suppliers, so regardless of who you pick to build your platform, our content is always available. We’re not scared of competition, in fact it’s something that we embrace as it takes the industry forward.”
“It’s really important for a lottery to have more than one content supplier as they can provide different types of games, appealing to a wider range of players.”
One such example is that IWG is able to react quickly to partner requests. “We can reskin games and put seasonal graphics to reignite interest among players very quickly, without the assistance of system providers which allows lotteries to move much faster,” he added.
But despite his wealth of experience, Lisiecki is still looking to learn as much as possible to help IWG’s new and existing partners grow their business. “Nobody knows the lottery players better than the lotteries themselves. It’s important for us to work collaboratively with each lottery partner and ensure the product offering is perfectly positioned for each market.”
IWG has built a reputation for delivering highly engaging instant win games, with its Cash Buster series consistently performing strongly for lotteries. However, the supplier is focusing on developing innovative content to create an even greater user experience.
“Nobody knows the lottery players more than the lotteries themselves. It’s important for us to work collaboratively with each lottery partner.”
The company recently launched Rollover Jackpots, an insured jackpot mechanic which can create significantly larger prize pools for individual lotteries. The solution is designed as a simple and effective tool for lotteries to drum up interest in their new offering when launching, as there is zero risk involved and they do not need to wait for liquidity.
Furthermore, IWG is experimenting with offering non-cash prizes within prize structures to create new and exciting experiences to increase player engagement and retention.
“We understand that it’s difficult to acquire new players, while retaining them is even more challenging,” said Lisiecki.
“We think some of the concepts we’re planning to launch, including large-scale progressive jackpots and merchandised prizes, will provide new features that will elevate Lotteries’ online product offering and catch the attention of players.”
IWG has set the building blocks in place to ensure it remains a major provider for North American lotteries, and Lisiecki looks set to play a leading role.