Several European lottery companies will come together to launch a joint venture company which will allow the lottery companies to share resources in order to build a wider and efficient digital gaming offer.
The lotteries include Danske Lotteri Spil, Française des Jeux, Norsk Tipping and Veikkaus. The new company will be called Lotteries Entertainment Innovation Alliance AS.
In a press release, officials said the four lottery companies share the same values and public interest goals, and they have been granted a mandate by their respective authorities in the lottery gaming industry.
They will create the joint company to share resources in order to build a wider and efficient digital gaming offer, allowing these lotteries to address some of the common main challenges in the digital space, and foster open innovation. The aim is to develop liquidity games and to offer an enhanced range of games to the consumers, the release said.
Morten Eriksen, from Norsk Tipping, has been appointed as the CEO of the new venture.
“The consumer behavior in the lottery industry is changing rapidly which requires faster development and adaption from both the operators and suppliers. We are happy to announce this new Joint Venture and I believe we will be stronger together in the long term in delivering strong value propositions to each market” said Olli Sarekoski, chairman of LEIA and CEO of Veikkaus in the release.
LEIA is a limited liability company incorporated under the laws of Norway.
