Allwyn has created two branded instant lottery games for popular UK reality TV series I’m A Celebrity… Get Me Out of Here!
Critter Challenge will go live on the National Lottery website while Camp Stars will be available on the National Lottery app.
Both titles have been created in partnership with Zoo 55, part of ITV Studios, and will integrate well-known elements of the series such as offering players the chance to take part in a “Bushtucker Trial.”
They have been principally developed by Instant Win Gaming, in which Allwyn holds a majority interest having completed its investment in the company in September 2024.
The games will cost £3 per play and will offer prizes up to £150,000, said Allwyn, which currently holds the licence for the UK’s National Lottery operations.
“These two games are designed to delight both new and existing players by transporting them to the heart of the I’m A Celebrity jungle, complete with familiar elements from the show,” said Allwyn’s marketing and brand director Steve Parkinson.
A series of media activations, including digital activity, will support the game launches.
https://www.intergameonline.com/igaming/news/allwyn-creates-instant-lottery-games-for-im-a-celebrity-series