Mecca enters new vertical with first instant win games

Mecca has ventured into the online instant win vertical for the first time with the launch of new 10 games supplied by IWG.

The new portfolio, including popular games like Slingo and Cashbuster, are available on a new tab on the Mecca site.

“This is an exciting new development for Mecca’s players,” said Colin Cole-Johnson, the director of digital and cross channel services at Rank Group.

“Scratchcards have been around for years, but they haven’t really changed and IWG’s online instant win content is far more immersive and engaging.

“We’re going to be promoting this new suite heavily and I’m sure that our players will love the range of games that we’ll be launching shortly.”

Instant win games are a rapidly growing vertical, with sales of instant wins at the UK national lottery operator Camelot growing by 30% last year to £384m, with 80% of the action taking place on mobile.

IWG, which already provides a full online instant win service to several lotteries, said Mecca was well-placed to take advantage of the growing vertical.

Rhydian Fisher, CEO at IWG, said: “Online instant win content is a hot topic at the moment and Mecca realises the importance of providing this type of game to their customers.

“We all know how successful this content is in the lottery space, but the dominance of mobile as a channel means now is the perfect time to bring instant win content to the commercial sector.

“We’re thrilled to be partnering with Mecca to create this entirely new tab. They’re a huge brand and have some really exciting plans for the future,” Fisher added.

Last month Mecca launched a multi-channel ad campaign to promote its new site and app, fronted by Louise Redknapp.