Light & Wonder has agreed to a collaboration with Flows allowing the no-code automation solutions provider to power its player engagement product line in Michigan.
Through the partnership, Flows’ no-code automation platform has supported the launch of Light & Wonder’s rollout of Wonder Drops in Michigan, a marketing jackpot solution that has been prepared to power the firm’s global expansion.
Wonder Drops allows operators to offer progressive or static cash prizes, easily added to any game in Light & Wonder’s network. The customizable, widget-based solution can be fully managed by said operators to engage players with a personalised offering.
James King, CEO of Flows, stated: “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. It demonstrates how our technology empowers clients to innovate quickly and effectively.
The iGaming provider has hailed the move as a ‘key milestone’ for both companies, expanding both of their presence in the US market.
In addition to Wonder Drops, the deal will also see Flows support the launch of Light & Wonder’s player engagement tools in the Great Lake State, such as Free Rounds and Multiplayer Games, alongside tournaments and daily free games.
King added: “We’re excited to expand these capabilities into new markets and continue supporting our clients’ success.”
Earlier this month, Light & Wonder appointed Simon Johnson as the CEO of its iGaming division. Johnson replaced Dylan Slaney as the CEO of Light & Wonder’s iGaming division, who stepped down from the position in November 2024 due to personal reasons.
Johnson commented: “I am excited to share that I have stepped into the role of CEO, iGaming at Light & Wonder. As we embark on a new year, I am energised by the opportunities ahead and eager to work with our incredibly talented iGaming team across the world.”