GIG joins lottery betting rush with Lottoland deal

Gaming Innovation Group (GIG) today became the third operator in recent weeks to announce the launch of a lottery betting product in partnership with Lottoland’s B2B arm.

The Malta-headquartered firm’s agreement with Lottoland Solutions will see GIG integrate the turnkey B2B service into its portfolio of consumer-facing sites, including guts.com, rizk.com and superlenny.com.

The B2C brands are all run on GIG’s in-house iGaming Cloud platform and will enable customers to place bets on the outcome of lottery draws from across the globe.

“This partnership with Lottoland allows us to add a new product vertical to iGaming Cloud, powered by an industry leading supplier,” Ben Clemes of iGaming Cloud, said.

“Combining Lottoland’s vast lottery offerings with iGaming Cloud’s real time data and gamification tools opens the door to a very powerful user experience,” he added.

Deal will see GIG brands including guts.com and superlenny.com launch lottery betting products

GIG is the third operator to sign up to Lottoland’s B2B service in recent weeks following recent deals with William Hill’s Australia-facing arm and Kindred Group.

Lottoland Solutions director Michael Bogie added: “Our jackpot lottery betting products are popular across a range of markets and customers.

“Adding iGaming Cloud, a truly forward-thinking fast-growing partner, is something we are very proud of and we look forward to a successful launch.”

In other GIG news today, the company agreed to acquire the assets of one of the biggest affiliate networks in Scandinavia, Stk Marketing Ltd, for a total consideration of NOK 240m (€26m).

The deal, expected to generate more than €7m EBITDA in the first 12 months, was completed by GIG’s Innovation Labs subsidiary and is GIG´s fourth affiliate acquisition of the year.

“We have set an ambition for Innovation Labs to become the largest lead generation business in iGaming and we are well underway in realising this,” Robin Reed, CEO of GIG, said.

“In line with previous acquisitions and GIG´s vision, the Stk acquisition will enable Innovation Labs to refer more customers to our B2B partners and thus benefit all parties engaged in the expanding GIG iGaming ecosystem,” he continued.