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Instant Win Gaming (IWG)

Instant Win Gaming (IWG), with over fifteen years in the industry, is an established premier online lottery supplier. Based in London's digital innovation hub, the company has developed an impressive catalogue of over 250 titles. Licensed by the United Kingdom Gambling Commission, IWG's products have a global reach, adaptable to comply with regulations in any jurisdiction.

IWG's expertise in the lottery sector provides an innovative and successful portfolio to global operators. Their experience in the field makes them an ideal partner for growth, particularly in regulated jurisdictions. The company has collaborated with renowned providers like IGT and Scientific Games to develop electronic instant games for state lotteries.

Strategic Partnerships and Global Reach

IWG has formed strategic partnerships with notable companies such as Norsk Tipping, Mecca, William Hill, and CVG, further expanding their global footprint. These collaborations have enabled IWG to deliver state-of-the-art instant games to a worldwide audience. The company's portfolios are live on various state-run lotteries, including the UK lottery, and extend across Europe, Canada, and the USA, showcasing their ability to cater to diverse markets.

Instant Win Gaming (IWG) has an impressive portfolio, boasting over 100 games currently on the market and more than 300 launched since its inception in the 2000s. The company's games span a range of themes, play styles, mechanics, and prize structures. IWG's products are versatile, available in Flash and HTML for desktops and HTML5 for mobile devices like tablets and smartphones. All IWG games are designed for seamless integration across various devices, from small screens and tablets to PCs.

Branded and Innovative Titles

IWG's portfolio includes many games instantly recognisable due to their branding, such as Monopoly, Battleship, Roulette Riches, and King of Kash. These titles with 3D offerings provide instant customer recognition and appeal. Additionally, IWG continuously innovates by introducing new games that feature social elements, unique mechanics, and seamless integration.

Mayan Legends

Mayan Legends is an animated game available globally and through some US online state lottery platforms; it's one of IWG's most notable titles. With a ticket price range of 50p to £10 per play, Mayan Legends features a 6x6 grid, 6 separate prize meters, instant win prizes, and 5 dice rolls for a chance to win up to 10,000x the ticket price. 

Advanced Content Delivery and Certification

IWG's content delivery platform enables the company to collaborate with commercial platform partners and worldwide lotteries to deliver new content swiftly. The company's Remote Gaming Server (RGS) has been certified by NMi, a leader in global compliance testing and IT security for online gaming and lottery certification. With testing labs in various countries and over 40 years of experience, NMi's certification underscores IWG's commitment to compliance and market readiness, especially in emerging markets.

Matthew Kennedy
Co-founder & Technical Director at Play Cash Games

Matthew Kennedy co-founded Take Marketing Limited in 2008 alongside Becky Mosley and has worked in the UK online gambling industry ever since. He runs the technical side of the operation, building and maintaining the platforms that power Play Cash Games and the wider Take Marketing portfolio.

Matt's role is hands-on. He writes the code behind the offer feeds, the comparison tools readers use, and the back-office systems that keep every casino listing accurate and current. If you have used a feature on this site, the chances are he built it. He is also responsible for site performance, mobile usability, and the technical SEO that lets a small independent comparison site compete with much larger publishers.

Over 17 years in the industry, Matt has worked directly with affiliate platforms, casino operators, and software providers. He has seen the market move from desktop Flash slots to mobile-first HTML5, lived through every iteration of UK Gambling Commission rules, and built the systems that keep our coverage compliant as regulation evolves. He has a particular interest in responsible gambling tooling and player-fund safety — the parts of the industry most people do not see but that matter most.

Matt is a Companies House registered director (Take Marketing Limited, company no. 07619813) and is based in Lincolnshire, England.

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