The venture has been established by Danske Lotteri Spil, La Française des Jeux, Norsk Tipping and Veikkaus, with each holding an equal stake. Through the project, the quartet aims to enhance their online product range and explore initiatives that can drive revenue growth and pool liquidity, with Eriksen, who joined Norsk Tipping as director of distribution in 2014, appointed to oversee the new entity.
Eriksen told iGamingBusiness.com that spreading risk in an increasingly competitive marketplace was a primary reason for the timing of the launch. Despite having only just been publicised, the deal to establish the joint venture was signed on October 1.
“This has been under discussion for a while, but the growth of digital has provided a lot of challenges for state lotteries,” Eriksen explained.
“I think there is a future for alliances like this and we are open to bringing in more companies," he continued. "Joining forces makes us more competitive from an innovation perspective – and it also shares cost and reduces risk."
Shared liquidity was also a key consideration, he added, noting that this would help the four lotteries target larger customer bases. However, he admitted that it would take some time before the first products developed through the venture went live.
The move towards shared liquidity by lottery operators in northern Europe comes after Portugal joined France and Spain in a shared poker liquidity network in May.
Source: GMB / iGaming Business
