Aristocrat Interactive has entered into a landmark six-year agreement with the Michigan Lottery, solidifying its leadership in the U.S. iLottery industry. Set to commence in July 2026, this collaboration will see Aristocrat Interactive, under its NeoGames subsidiary, providing an extensive suite of iLottery services. This long-term deal not only strengthens the ongoing relationship between Aristocrat Interactive and the Michigan Lottery but also promises to drive innovation and growth in the state’s iLottery sector.

A continuing partnership between NeoGames and the Michigan Lottery:

The relationship between Aristocrat Interactive and the Michigan Lottery is not new. It dates back to 2014 when NeoGames launched the state’s iLottery program. Under the new contract, Aristocrat Interactive will further enhance the Michigan Lottery’s offerings by providing a diverse range of products developed by NeoGames Studio. These include eInstant games, draw-based games, and additional add-ons designed to attract more players and increase revenue.

In addition to the games, the agreement includes continued use of Aristocrat’s iLottery technology platform, which includes the NeoSphere player account management system, the NeoDraw draw games system, NeoCube business intelligence solutions, and NeoEngage, which focuses on customer and data experience. These tools will provide the Michigan Lottery with the technological backbone necessary to stay ahead in the competitive U.S. iLottery market.

As part of the agreement, Aristocrat Interactive will provide the Michigan Lottery with a refreshed digital presence. This includes a new website and mobile application developed in collaboration with Gambyt, a software company known for its expertise in the lottery, casino, and sports betting sectors. The new website and mobile app will offer an enhanced user experience, making it easier for players to engage with the lottery’s services.

Aristocrat will also oversee the Michigan Lottery’s customer relations management (CRM) marketing efforts. This includes developing promotions and managing customer communications to enhance player retention and boost sales. Furthermore, Aristocrat Interactive will offer comprehensive managed services, including staffing, customer service center operations, payments management, third-party integrations, and compliance solutions. These services will ensure that the Michigan Lottery remains operationally efficient and compliant with industry standards.

Michigan Lottery’s role as a leader in the U.S. iLottery space:

Michigan has been a pioneer in the U.S. iLottery industry, becoming one of the first states to introduce eInstant games to its offerings. The state’s leadership in iLottery gross sales and per capita sales is a testament to its successful iLottery strategy. With this new partnership, the Michigan Lottery aims to continue its position as an innovator in the space.

Suzanna Shkreli, Commissioner of the Michigan Lottery, highlighted the significance of the deal, stating, “This collaboration is a sign of our commitment to being a leader in the iLottery space and a win for players and public education in Michigan as we look to further enhance our offerings, deliver an entertaining iLottery experience, and drive incremental revenue to the School Aid Fund.”

This deal marks Aristocrat Interactive’s second consecutive contract in the U.S., underscoring the company’s continued growth in the iLottery sector. Chris Shaban, Managing Director of Aristocrat Interactive iLottery, expressed his pride in partnering with the Michigan Lottery in the company’s press release, calling it a “trailblazer in the U.S. iLottery industry.” He added, “This multi-year agreement is a testament to the proven strength of the Aristocrat Interactive platform, our commitment to innovation, and the long-term value we provide to our customers.”