Premier Lotteries Ireland (PLI) has extended its contract with Bally’s Intralot, further cementing the latter’s place in the international lottery technology space.
Formed via the effective merger of American firm Bally’s Corporation and Greek lottery tech company Intralot last year, Bally’s Intralot has been busy putting pen to paper on successive deals since its formation.
In its latest deal with PLI, Bally’s has secured a seven year extension until November 2034.
The company has been tasked with modernising PLI’s technology ecosystem via its LotosX Omni solution and PlayereX Player Account Management platform, alongside integrating a cloud-based technology foundation across retail and digital channels.
Support and maintenance, including cloud operations and cybersecurity, are also included.
“We are pleased to extend our partnership with Bally’s Intralot, a relationship built on trust, commitment to excellence, and shared ambition since 2014,” said Cian Murphy, Chief Executive Officer of PLI.
“As we look to the future, this agreement provides a strong platform for continued innovation and growth, ensuring we can deliver a modern, secure, and world-class National Lottery that places responsible play at its heart while continuing to benefit communities across Ireland.”
Lottery still crucial for Bally’s Intralot
PLI is the manager of the Irish National Lottery, and is owned by French state-backed betting and gaming group FDJ United.
The firm’s acquisition of PLI occurred in 2023 as one of its first major international expansions, followed by the 2024 acquisition of Kindred Group, operator of the Unibet and 32Red brands.
Bally’s Intralot is also embarking on expansion, having agreed to acquire evoke – the LSE-listed company behind the William Hill,Mr Green and 888 group of online betting, gaming and bingo brands.
Its deal with PLI shows that lotteries remain critical to its business despite its expansions in betting and gaming, however. The partnership follows deals inked with the national lotteries of Greece and Chile.
“We are proud to extend our long-standing partnership with Premier Lotteries Ireland for a further seven years,” said Robeson Reeves, CEO of the Bally’s Intralot Group.
“This agreement reflects the strength of our technology and the trust we have built with PLI over more than a decade of collaboration.
“We look forward to continuing to support the National Lottery of Ireland and to delivering innovative, responsible gaming experiences to players across the country.”