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IWG, a supplier of instant-win online games, has to provide its full portfolio to the leading UK bingo operator Sky Bingo after agreeing a deal with Sky Betting & Gaming.

The deal sees the supplier’s suite of games made available to players via the Sky Bingo site for the first time.

Rhydian Fisher, CEO at IWG, said: “We’re thrilled to offer our quality portfolio of games through the UK’s largest bingo sportsbook.

“This latest agreement shows there is a real demand for instant win games and highlights the strength in our offering.

“Following a seamless integration with our Progressive Play RGS network, Sky Bingo players will now enjoy the vast array of games we have to offer.”

Robert Proctor at Sky Betting & Gaming added: “Partnering with the leading supplier in the instant-win game space was a natural choice for us.

“We’ve been very impressed with the quality of their games, along with the hassle-free integration through Progressive Play. Our bingo players will enjoy the everyday excitement of playing IWG classics including the popular Cash Buster series.”

COMMENT: Bingo seems to be steadily spreading its wings after too long in the shadows. In terms of cross-selling into other verticals, bingo is a valuable entry point, as evidence by Sky’s commitment to its bingo division and deals like this one.