he participating lotteries have on the 1st October 2018 signed an agreement to establish a Joint Venture Company (JVC) between Danske Lotteri Spil, Française des Jeux, Norsk Tipping and Veikkaus named Lotteries Entertainment Innovation Alliance AS (LEIA).
The four lotteries 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 have decided to create a 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.
Morten Eriksen, from Norsk Tipping, has been appointed as the CEO of the new venture. Eriksen has more than 20 years of experience from the Telecom industry and recently 5 years from the lottery industry.
“The consumer behaviour 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” says Olli Sarekoski, Chairman of LEIA and CEO of Veikkaus.