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NeoGames extends agreement with Czech market leader SAZKA



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NeoGames S.A., a technology-driven provider of end-to-end iLottery and iGaming solutions, has announced a three-year contract extension with its long-standing Czech lottery customer, SAZKA, with the agreement to remain in effect until the end of 2028. SAZKA, a part of Allwyn, is a multi-national lottery operator with leading market positions in the Czech Republic, Austria, Greece, Cyprus, Italy, the United Kingdom, and the United States (Illinois).

The agreement ensures that SAZKA will continue to leverage NeoGames’ industry-leading iLottery and iGaming solutions, including its market-leading NeoSphere platform and a diverse portfolio of interactive games.

The contract renewal will also see SAZKA integrate content aggregation into its offering, to be supplied by NeoGames’ subsidiary Pariplay, with the addition set to significantly enhance the lottery’s online gaming offering.


In partnership with NeoGames, SAZKA has established itself as one of the most robust and successful online lotteries in Europe. The long-standing collaboration, which began with the lottery’s 2017 launch of NeoGames’ iLottery solution, has driven remarkable growth for the European leader.­

The contract extension solidifies the strong partnership between the two companies, further underscoring NeoGames’ commitment to providing customers in the iLottery sector with cutting-edge solutions.

Moti Malul, CEO of NeoGames, said: “We consider SAZKA one of our most important and strategic customers, so we are thrilled about this extension. SAZKA has made remarkable growth in its online lottery channels, and we are proud to manage the operator’s entire digital activity, providing seamless operational support as it navigates the many regulatory changes taking place across the continent.”

Jan Horyna, Chief iGaming Officer at SAZKA, said: “We’re pleased to announce the extension of our partnership with NeoGames. This collaboration isn’t just about technology; it’s about a mutually fruitful working relationship and about the value we’re creating for our players. Together, we’re redefining what online lottery can be, and we’re eager to continue pushing the boundaries and set new standards as we build on the work we’ve undertaken throughout this longstanding partnership.”

The post NeoGames extends agreement with Czech market leader SAZKA appeared first on European Gaming Industry News.



The Lottery of the Future: How Digital Technology Will Transform Experience and Impact



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Growing demands for businesses to demonstrate that they are purposeful, accountable and worthy of trust will combine with new digital technologies to transform the experience and impact of lotteries in the coming decade, according to a new report published by Allwyn, the leading multi-national lottery operator. Global lottery sales are expected to grow to more than half a trillion US Dollars by 2035, and by more than 40% compared with 2025, according to H2 Gambling Capital.

Working with The Future Laboratory, a strategic foresight consultancy, Allwyn has produced the industry’s first in-depth analysis of the future lottery experience. In The Future of Lottery: A Game for Change, experts say that lotteries are well positioned to meet the expectations of the consumers of 2035.

The emphasis on social responsibility, transparency and meaning from younger adults will see lottery brands double down on their commitment to supporting socially driven causes and responsible gaming, the report says.


“It’s impossible to ignore the power of purpose when considering how Gen Z or young millennials think about where and how they will spend their money in the future,” says Martin Raymond, co-founder of The Future Laboratory.

As digital natives, these groups will also look to brands to embrace new technological possibilities, such as augmented reality and new forms of community engagement and social play.

The report outlines a number of ways in which lotteries could innovate to improve the player experience. For example:

  • Making the social impact of lotteries more visible: The use of smartphone apps, QR codes and interactive terminals can tell engaging stories about where lottery returns or taxes are directed – such as supporting investments in sports facilities, arts and cultural institutions or other types of community funding. The report says this heightened transparency could resonate with younger adult consumers’ desire for progress and activism.
  • Enhancing the social dimension of game play: Younger adults who play the lottery want to do so within their social circle, sharing their experiences with others. Technology could enable new multi-player formats to promote community and a sense of camaraderie both in the play itself but also in crowdsourcing funds for specific themes or issues.
  • Involving players in how lottery funds are spent: Lottery players could collaborate alongside traditional distributors of funds – even between different countries – to help decide the causes, projects or charities that are most deserving of their funds, perhaps choosing between a range of options presented digitally. Multi-national lottery operators have the opportunity to build links and communities between players and causes that transcend traditional geographic boundaries. “As lotteries become more international, they have the potential to become vehicles for achieving broader goals, such as addressing climate change or reducing social inequalities, by focusing on a coordinating a critical mass of inter-related micro solutions,” says the report.
  • Using virtual worlds and augmented reality (AR): Lotteries could use virtual worlds to show players how their money is making positive contributions to make the social impact more vivid. AR could allow customers to use their smartphones to scan physical objects to reveal hidden digital lottery tickets or participate in location-based games to win prizes.

Robert Chvátal, CEO of Allwyn Group, said: “Allwyn’s success in running lotteries is because we keep innovating to meet the needs and expectations of both current and new customers. While not every prediction in The Future of Lottery report will come to pass, every word of it will act as a catalyst for us at Allwyn to keep developing lotteries to meet the demands of players in the future, thereby returning more money to governments and good causes.”

Pavel Turek, Allwyn’s Chief Global Brand, Corporate Communication and CSR Officer, said: “As regulated businesses, trust is the cornerstone of the lottery industry’s relationship with the public. As younger generations of consumers expect more from businesses, lotteries have the potential to double down on being a positive force for change in their communities over the next decade.”

Martin Raymond, co-founder and editor-in-chief of The Future Laboratory, said: “Far from a game of chance and luck, the lottery of the future has the opportunity to be a positive vehicle of change for individuals, for communities and for societies at large. Now, thanks to next-generation tech, the industry has more channels that ever to address emerging audiences – bringing the value-focused adult Gen Zs along for the journey with immersive game experiences, responsible strategies and play that has purpose at its core.”


Experts who contributed to the report include Anthony Steed, head of virtual new environments and computer graphics at University College London, Katie Hillier, chief digital anthropologist at Liiv Group and Rosanna Iacono, CEO of The Growth Activists.

The post The Lottery of the Future: How Digital Technology Will Transform Experience and Impact appeared first on European Gaming Industry News.

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Brad Cummings

EQL Games to Supply iLottery Games to Virginia Lottery Through Industry-leading Content Aggregator





EQL Games has partnered with global aggregation leader and NeoGames company, Pariplay, to provide the Virginia Lottery, through an agreement with NeoPollard Interactive, with a series of eInstant iLottery games for their industry-leading digital platform. These games are delivered to Virginia Lottery players through Pariplay’s Fusion aggregation platform, which has been integrated with EQL to provide access to EQL’s portfolio of eInstant games and studios. The first game, Drop It! developed by Greentube, launched on March 21, 2024, and will be followed up with more games this year.

“As the Virginia Lottery’s newest online content provider, EQL is contributing to the expansion of our iLottery games portfolio. EQL Games’ platform allows us to access games from studios across the world, featuring game mechanics that support our ongoing strategy of acquiring new players and those looking for fresh, new gameplay experiences,” Scott Kenyon, Director of Marketing at the Virginia Lottery, said.

Ongoing, EQL Games will supply the Virginia Lottery with iLottery games from its growing stable of aggregated game studios. The EQL platform is currently operating in lotteries across two continents and will be live in at least seven lotteries across three continents by the end of 2024.

“EQL Games looks forward to partnering with the Virginia Lottery on these exciting initiatives. Our content is changing the way digital lotteries are looking at new games. We can now supply them with games from leading studios across the world and, as a result, Virginia players will now have options that will entertain them like never before,” Brad Cummings, CEO of EQL Games, said.

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Allwyn Begins Next Phase of Retail Investment with New National Lottery PPOS Rollout Trial



Reading Time: 3 minutes


Brand new National Lottery permanent point of sale (PPOS) has started hitting the walls, floors and counter tops of a small number of National Lottery retailers over the last few weeks, as Allwyn begins testing the rollout of the specially designed kit at trial stores in preparation for wider distribution.

Designed in collaboration with accessibility and sustainability experts, the family of PPOS will help deliver more modern retail environments and capture the attention of customers with eye-catching branding and “call to action” messages, as well as giving National Lottery retailers for the first time the ability to display information about National Lottery-funded projects that are local to their store.

The suite of kit includes an attention-grabbing illuminated Scratchcard dispenser with integrated lighting and 15.6-inch HD screen, and a new Playstation with double-sided graphics and a wing to display key information – such as stories about local National Lottery-funded projects. Completing the collection are a new external wall sign and a double-sided pavement sign featuring a “call to action” to play in store, as well as a refreshed window poster frame. In most cases, these items will be swapped out on a like-for-like basis with a store’s existing kit – but larger or additional assets may be offered in certain circumstances.


Allwyn called on the expertise of its accessibility partner, Purple, and its sustainability partner, Planet Mark, in designing the new PPOS to help with its commitment to delivering a more sustainable and accessible National Lottery. For example, the height of the new Playstation tables has been standardised at a level recommended by Purple (750mm) which is considerate of wheelchair users – as has the Scratchcard dispenser media screen – while the playslips are set at a height within reach of wheelchair users. Graphics and signage, as well as the surfaces they sit behind, have also been designed to meet accessibility requirements.

In terms of sustainability, lightweight designs ensure that the kit and its transportation are carbon-efficient, while recycled and recyclable materials have been prioritised in the manufacture and deployment of the new PPOS – with some components made with 60-100% recycled materials.

The first independent retailer to have the kit installed as part of the “test and learn” trial, Raj Kularajah, owner of Twinsco store in St Albans, said: “I was delighted to be selected as the first independent store to have the new PPOS installed, and to be able to provide feedback on the equipment to help with the wider rollout. After it was first installed, two of my regular customers who had never played the lottery before saw the new kit and decided to play EuroMillions, which is absolutely excellent.

“I’m really impressed with the kit overall, particularly the new Playstation wing which can be fitted to either side of the stand depending on how the store is laid out and what space is available. But my favourite piece is the new Scratchcard dispenser which really brings to life and illuminates the individual games. Its bigger windows also make it easier to load with cards.”

Allwyn’s Director of Channel Operations Alex Green said: “We’re hugely excited that National Lottery retailers are starting to get their hands on this brilliant new kit as part of our ‘test and learn’ trial deployment. As well as looking fantastic, the new PPOS has been designed to high standards of accessibility and sustainability – demonstrating The National Lottery’s commitment to delivering wider societal benefits. We know retailers will be keen to get the kit as soon as possible, but it’s important we trial it first and use our findings to inform a more substantial phased rollout across our 40,000-strong estate. This will help us get the deployment absolutely right for our retail partners.


“The project to equip retailers with the very best National Lottery PPOS also represents the next stage of our investment in retail and signals our commitment to the channel as a whole, with retail being central to our vision to grow The National Lottery responsibly over the next 10 years. But equipping stores with the latest innovative kit is just one element of a much bigger overall project to build a more modern in-store environment. As part of this, we’ll also be delivering an enhanced Vodafone network solution for our retail partners from this spring, and installing new software from the summer onwards ahead of us starting to roll out new state-of-the-art terminals towards the end of the year.”

The next phase of the PPOS rollout will see the new kit deployed in around 40 stores by the end of May, with another 10,000 outlets scheduled to receive the new PPOS later in the year. The kit will then be rolled out to the remainder of the estate throughout the autumn and into 2025.

The post Allwyn Begins Next Phase of Retail Investment with New National Lottery PPOS Rollout Trial appeared first on European Gaming Industry News.

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