Groove Technologies has inked partnership with Azərlotereya OJSC, the state-backed lottery and iGaming operator in Azerbaijan, as it looks to deepen its footprint into new markets.
The deal will see Azərlotereya integrate Groove’s gaming platform, offering access to more than 15,000 titles from over 150 providers, alongside tools such as real-time analytics, payment integrations and engagement features.
Rachel Tourgeman, Head of Partnerships at Groove Technologies, said: “This partnership is a testament to Groove’s ability to deliver world-class gaming technology at scale.
“Azərlotereya recognised our platform’s unmatched reliability and depth of content, key factors in providing players with a premium, frictionless experience. Together, we’re setting a new standard for digital lottery entertainment.”
The agreement supports Azərlotereya’s wider digital transformation strategy as the operator continues to modernise its platform, underpinned by Groove’s focus on scalability, uptime, and regulatory compliance.
Azərlotereya said Groove’s stability and game depth were central to the deal, allowing it to enhance player experience while maintaining high standards for responsible gaming and security.
“Our mission is to bring innovation and trust to Azərlotereya gaming landscape, and Groove’s proven platform aligns with that vision,” a spokesperson from Azərlotereya OJSC explained.
“Their technology’s stability and expansive game library allow us to elevate our offerings while maintaining the high standards of security and compliance. This partnership marks a major leap forward for our digital transformation.”
The integration also brings in responsible gaming controls as both firms look to strengthen their approach to safe play. Groove’s platform is built to handle high-volume traffic and rapid transactions, supporting the operator’s growing customer base.
“At Groove, we don’t just power gaming platforms, we power possibilities,” added Yahale Meltzer, Co-Founder and COO at Groove Technologies.
“Collaborating with a forward-thinking partner like Azərlotereya allows us to demonstrate how technology can redefine an industry. This is just the beginning of a partnership that will drive innovation, engagement, and growth for years to come.”
Azerbaijan’s betting and lottery market started taking real shape in 2011, when the government introduced official regulations through the Law on Lotteries.
Just a year later, Azərlotereya OJSC was appointed as the country’s sole licensed operator for lotteries and sports betting. Since then, all legal betting has been run through the organisation with no room for private sportsbooks or casinos to enter independently.
However, the door is open for technology and platform providers to work with the state operator. In recent years, there’s been a push from the government to modernise the space and create room for international partners to help shape the next phase of Azerbaijan’s gaming landscape.