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NeoGames set to enter five European jurisdictions after LEIA agreement

One of the most renowned online lottery and gambling solutions providers, NeoGames, has recently agreed to a four-year deal with the Lotteries Entertainment Innovation Alliance (LEIA). This agreement will enable the Israel-based company to enter five regulated gambling markets where the lottery providers are a part of the LEIA and provide the required solutions. NeoGames will be licensed to provide iLottery solutions in France and the Nordic states of Denmark, Finland, Norway, and Sweden.

Sail boats docked in a river in front of buildings.

NeoGames is set to enter five European gambling markets.
©Nick Karvounis/Unsplash

NeoGames is one of the most experienced online gaming solution providers in the global gambling market. Despite offering a wide array of solutions for different gambling segments, it is mostly known for its end-to-end iLottery solutions. The Israel-based company has been active in multiple regulated jurisdictions for over 15 years, supplying solutions to lotteries operating in Croatia, the Czech Republic, Italy, Lithuania, Portugal, and more. NeoGames is also licensed by the United Kingdom Gambling Commission (UKGC), one of the strictest gambling regulators in the world. Over the years, the solutions provider has expanded its operation and now oversees three companies running under it. NeoGames provides comprehensive iGaming solutions to licensed operators in more than 30 regulated gambling markets via its B2B company, Aspire Global. The iGaming solutions include a technical platform, proprietary casino games and sportsbook, and a game aggregator. Several betting operators worldwide turn to the NeoGames-owned BtoBet for betting solutions, while Pariplay has been the Israel-based company’s content provider since 2010.

Since the three subsidiaries focus on three key segments of the gambling sector, NeoGames focuses entirely on online lotteries. The omnichannel suite of comprehensive iLottery solutions has attracted the attention of a multitude of lottery providers worldwide. Most recently, the LEIA was impressed with NeoGames’ portfolio and decided to sign a four-year contract with the solutions provider. The LEIA is an international alliance of national lotteries of Scandinavia and France created with the purpose of raising the standard of the lottery segment with the help of innovative upgrades and strengthening their position in the global gambling market. The alliance was formed about five years ago and comprises Denmark’s Danske Spil, France’s Francaise de Jeux (FDJ), Norway’s Norsk Tipping, Finland’s Veikkaus, and Sweden’s Svenska Spel. The Swedish lottery became the latest member of the alliance after joining it in 2020. The primary objective of the LEIA is to create liquidity games and bring an extensive range of products for players in their respective jurisdictions. The alliance is no stranger to fostering innovation and sharing resources and, hence, has decided to bring NeoGames on board.

The deal is a win-win for both entities because the alliance gains access to top-notch iLottery solutions and products to enhance their existing offerings, and NeoGames takes a massive step in its European expansion voyage by entering five regulated gambling jurisdictions with just one deal. A competitive Request For Proposal (RFP) process allegedly led to the selection of NeoGames, highlighting the quality of solutions offered by the Israel-based entity. As the agreement is in place, the leading lotteries of the five countries will now have access to over 250 iLottery games. This will help the segment of online lotteries gain more traction, enriching and enhancing the overall iLottery experience in the markets. Apart from Europe, NeoGames has also been performing at an optimal level in North America. Earlier this year, the company made a few amendments to its deal with renowned lottery operator Caesars Entertainment and extended the deal by three more years. NeoGames provides Caesars with its Player Account Management System (PAM) and the NeoSphere platform for hosting online lotteries.

The Managing Director of NeoGames, Hili Shakked, was elated after the agreement with LEIA and spoke on how his company would help improve the lotteries.

“We are excited to announce our expansion across Europe through this partnership with LEIA. Its mission to help lotteries reach new customers with innovative games and supply content that meets the audience’s expectations certainly resonates with NeoGames. I am confident that our range of premium games will enhance the content offering of the five individual lotteries, supporting their growth within the industry and providing players with the best gaming experiences.”

Aspire Global entered Pennsylvania last month

NeoGames-owned iGaming solutions provider Aspire Global took another step in the right direction last month as it entered the jurisdiction of Pennsylvania after reaching an agreement with online casino operator PlayLive. The Cordish Companies-owned entity was established in the jurisdiction over two years ago. Since then, it has been licensed by the Pennsylvania Gaming Control Board (PGCB). Entering its third year, PlayLive has always offered lucrative welcome bonuses and has consistently run a decent royalty program. The major hurdle for the operator came in the limited number of games it was offering.

To boost its online casino segment with a set of top-notch games, the operator ventured out into the market for the ideal solutions provider. After seeing Aspire Global’s extensive collection of casino games and its impressive portfolio, the Pennsylvania-based operator decided to strike a deal with the NeoGames-owned solutions provider. This deal will see the existing and new games shift to NeoGames’ PAM, CRM, Aggregation, and Data Analytics product suite next year. The credibility of NeoGames’ state-of-the-art platform is evident in the United States as it is already live in 20 other regulated jurisdictions in the country.

Pariplay establishes a strategic partnership in South Africa

Neogames’ leading aggregator and content provider, Pariplay, recently entered a strategic partnership with a top-tier African operator, Sunbet. The deal will enable Sunbet to access Pariplay’s Fusion aggregation platform, which comprises over 14,000 games from more than 120 suppliers. It also includes extensive back-office conversion and retention tools that have been designed to enhance player value and experience.

Fusion Tournaments, Raffle Rocket, and Spin That Wheel are also part of the package that will be accessible for Sunbet. The African operator online gaming company is a subsidiary of Sun International and is one of the most renowned brands on the continent. As players are now choosing iGaming over land-based gambling, Sunbet intends to improve its online offerings, and hence, it has entered a strategic partnership with Pariplay.

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Author: Jordan Bennett