It’s rare that a completely new product offering hits the gambling market with the potential to revolutionise all that has gone before. So it’s little wonder that the recently announced deal between the Kambi Group and Novomatic to deliver a diversified online lottery platform has captured the industry’s attention.
The exclusive tie-up between the Lottery Solutions arm of Novomatic (NLS) and Kambi will create a sports betting lottery – the first of its kind, and this omni-channel gaming solution will be delivered to state-run lotteries across the globe. The product will be branded as NLS Sports Betting – powered by Kambi, and will be introduced to the market for the first time at November’s World Lottery Summit in Singapore.
The modus operandi of NLS Sports Betting will be to enhance the interactive nature of online lottery gaming, with the ultimate aim of attracting and retaining the key ‘younger’ demographic.
It’s no secret that those aged 18-30 are less interested in traditional lottery platforms than they are in sports/casino-style gaming, so NLS and Kambi are looking to tap into that mindset with this new product launch. The link-up between these two key players in the gambling industry is one that appears to make sense given the complementary nature of their services.
Novomatic remain a central figure in iGaming some three decades after their foundation, and the NLS arm of the business continues to retain its position as one of the premier online lottery software providers around. Kambi, meanwhile, continue to power some of the world’s most prominent sportsbooks with their online sports betting solutions, so this new lottery product should certainly capture the imagination of fans of both firms.
It’s not uncommon for two behemoths to join forces in any line of business, and when two of the most prominent software houses in gambling get together it can only be a good thing – for both the end consumer and the competitiveness of the industry.
"NLS is the ideal partner and shares our vision for growth and innovation within the lottery sector. The co-branded service will offer a modern best-in-class solution, creating a competitive service giving government-regulated lotteries the possibility to make a leap, especially in interactive gaming across all verticals."
Meanwhile Frank Cecchini, the CEO of NLS, was delighted to team-up with Kambi, who in his words are 'a like-minded partner in technology and an expert in sports betting operations.' Elaborating on the partnership, he continued:
"This alliance is a part of our 'best of breed' philosophy where combining two modern systems, and deploying state-of-the-art technologies while exercising the inherent expertise of each, delivers world beating performance in highly competitive markets."
For Kambi, this is just the latest in a long line of strategic partnerships that has afforded their stratospheric rise, with a 300% increase in revenue quoted in their Q2 reporting. The likes of Leo Vegas and Mr Green are already on board, so these are very exciting times for the sports betting technology provider.
Online lottery continues to grow despite competition from the rather more immersive forms of gaming available, and the industry has been boosted by the news that American providers are hoping to bring their lotteries online to capitalise on the potential market growth.
In the UK, firms such as GiantLottos continue to thrive despite a price hike by some of their ‘suppliers’ including the Euromillions. Clearly the demand is in place for the Kambi and Novomatic union to take the platform on to the next level.
Indeed, Lottoland has reported a 773% growth in profits since Camelot announced their price increase, so online lottery providers can expect a healthy set of returns in the coming months. Clearly, if big winners like the £60 million Euromillions winner in August continue to be publicised so widely in the media then demand is surely only going to increase as new technologies are embraced by what is a rather old-fashioned form of gambling.
It appears as though the newly-formed NLS Sports Betting partnership could be entering the market at just the right time. If you want to checkout a Kambi partner head over to Mr Green's new sports betting offering today!
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