The Michigan Lottery has become the first North American lottery to launch the new instant win virtual football game developed by IWG and Inspired Entertainment.

Launched ahead of this weekend’s Super Bowl LIII, Endzone Payout is a sports-themed virtual scratch ticket which uses a video clip of a single football play as an exciting way to reveal the outcome of a simple symbol match lottery game.

“It’s exciting to see our first US lottery customer go live with one of the most inventive games to hit the North American lottery market in recent times,” said IWG chief executive Rhydian Fisher. “Endzone Payout is the type of game that combines the best of instant win mechanics and virtual sports animations into an easy-to-understand concept.”

The game is the first to be developed by the two suppliers through a collaboration announced in October, combining IWG’s instant win games expertise with Inspired’s ultra-realistic virtual sports graphics.

“We are very proud of this entertaining and engaging new product for lotteries and happy to launch it for the first time in Michigan,” said Inspired Entertainment president and chief operations officer Brooks Pierce. “We look forward to seeing how this product supports the Michigan Lottery’s mission of raising revenues for public education.”

Michigan Lottery deputy commissioner of digital operations, Shannon DeHaven, added: “We feel confident that the launch of this brand-new style of sports-themed digital instant ticket game will appeal to both our existing player base and new players.”

Shares in Inspired Entertainment Inc (NSQ:INSE) closed up 1.48 per cent at $6.85 per share in New York Wednesday.