Brightstar has secured an expansion of its product portfolio via a deal with Avanti Press, a greeting cards manufacturer.
The deal has enabled the firm to incorporate Avanti’s humour-themed greeting cards into its lottery games, developing products based on Avanti’s designs.
This will include scratch cards, with the cards featuring Avanti designs in a corner while the rest of the product carries the same theme as the humorous design.
“Making people smile is at the heart of what we do at Avanti, and we’re excited to partner with Brightstar to bring the Avanti brand of fun to our customers and now to lottery players via these exciting games,” said Chip Owen, Avanti Press EVP.
“Our vast image library has universal appeal across geographies, generations and seasonal occasions.”
2025 has been a significant year for Brightstar, having rebranded from its long-term identity of IGT after the divestment of its Gaming division to Apollo Global Management.
The gaming division will continue as its own business, retaining the IGT name and branding. Brightstar adopted its new identity earlier this year to symbolise its sole focus on lotteries.
Its focus is international, having struck deals from Germany to Missouri while also chasing the tender for the National Lottery in Greece.
Italy is another key market for the company, as Marco Tasso, Brightstar’s Chief Operating Officer of Italian and International Lottery Operations, explained earlier this year.
Product partnerships like the newly announced one with Avanti reflect this international scope, with Avanti’s cards translated into 12 different languages.
“Avanti produces some of the most recognizable greeting cards on the market, and Brightstar is thrilled to bring its cards to life in new, interactive ways for lottery players to enjoy,” said Matthew Whalen, Brightstar Senior Vice President, Global Instant Ticket Services.
“Brightstar will combine its world-class game design experience with Avanti’s trademark humor to develop compelling instant tickets, innovative draw-based games and engaging eInstant games.”