February 7, 2023 2 min read


Light & Wonder and AvatarUX Announce Distribution Deal Extension

Building upon a strong foundation, AvatarUX and Light & Wonder extended their successful distribution deal to include additional content

The collaboration between the duo dates back to last year. Back then, the two companies joined forces to develop eight games. However, considering the extended deal between AvatarUX and Light & Wonder, the collaboration is expected to deliver games such as MonkeyPop and CherryPop to Light & Wonder’s leading digital casino ecosystem called the Opengaming platform.

Per the terms of the extended deal, AvatarUX will benefit from extending the reach of its leading games to new operators and jurisdictions. One major market for the company’s expansion will be North America. Additionally, the deal will deliver AvatarUX’s PopWinsä mechanics to new players this year. The distribution of the studio’s games will be facilitated via Light & Wonder. At the same time, Light & Wonder will benefit from delivering engaging content and titles to its customer base.

Our relationship with AvatarUX has already proven to be a success after only a few short months.

Steve Mayes, digital head of partnerships at Light & Wonder

Steve Mayes, Light & Wonder’s digital head of partnerships, said that the company’s deal with AvatarUX brought benefits immediately. He explained that Light & Wonder is excited to further build upon this strong partnership by adding new top-performing content that is expected to be significantly popular with online players. Finally, Mayes said: “AvatarUX is one of the most exciting emerging game providers in the industry, and we’re delighted to be working with them more closely than ever.”

Light & Wonder is an iconic iGaming brand, and our collaboration has already born significant success.

Niki Longmuir, CEO at AvatarUX

Niki Longmuir, AvatarUX’s CEO, added that Light & Wonder is a trusted and proven leader within the iGaming vertical. She pointed out that the company’s collaboration with Light & Wonder brought success to the duo. Longmuir predicted that the collaboration will create new revenue streams for AvatarUX by increasing brand visibility.

Moreover, according to the CEO, the extended deal with Light & Wonder will enable AvatarUX to deliver its leading games to important US jurisdictions. Finally, Longmuir explained that the extended distribution deal represents a monumental moment for the company and its collaboration with Light & Wonder.


Jerome is a welcome new addition to the Gambling News team, bringing years of journalistic experience within the iGaming sector. His interest in the industry begun after he graduated from college where he played in regular local poker tournaments which eventually lead to exposure towards the growing popularity of online poker and casino rooms. Jerome now puts all the knowledge he's accrued to fuel his passion for journalism, providing our team with the latest scoops online.

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