NeoGames signs mutli-national distribution deal with LEIA

NeoGames has signed a four-year content supply deal with Lotteries Entertainment Innovation Alliance (LEIA), targeting the Scandinavian and French markets.

The agreement encompasses the LEIA members in each country  – Denmark’s Danske Spil, Finland’s Veikkaus, Norway’s Norsk Tipping, Sweden’s Svenska Spel and France’s Française des Jeux (FDJ) – which will leverage NeoGames’ content.

As well as extending the company’s reach across the European lottery sector, the agreement also fulfils an objective of the LEIA, to share resources across the borders of its five operator members.

Hili Shakked, Managing Director of NeoGames Studio, said: “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.”

LEIA was founded in 2018 with the goal of building a ‘wider and more efficient digital gaming offering that fosters innovation’. NeoGames, meanwhile, has built up a strong presence in Europe as content and solutions supplier to 10 national lottery operators.

In a notable development for the company, Tel Aviv-based NeoGames expanded its European reach earlier this year via a partnership with the European Lotteries (EL) trade association.

The year has proven eventual for the company in other ways, however, as it agreed to be acquired by Aristocrat Leisure. The deal will include NeoGames full range of iLottery, igaming and sportsbook divisions, but is still subject one final shareholder approval as well as some regulatory clearances.

Morten Eriksen, CEO of LEIA, added: “A big part of LEIA’s purpose is to enrich the lotteries’ product offerings by providing a larger catalogue of attractive games and development of new, innovative content. This agreement with NeoGames reinforces that commitment.

“NeoGames is one of the leading providers within the industry, and we are sure that the individual lotteries will benefit greatly from their engaging portfolio of games.”