Poll: Are bet-on-lottery products now an industry must-have?
Kindred Group became the first to integrate Lottoland’s B2B solution last week, with other operators to follow shortly
Last week it was announced that Kindred Group had become the first operator to integrate Lottoland’s B2B product in what was a busy few days for the lottery vertical.
Under the new deal, customers on Kindred’s Unibet, MariaCasino and Bingo.com brands will be able to bet on lottery draws from around the world, offering new cross-sell and direct customer acquisition opportunities.
And Lottoland’s B2B arm is understood to be on the cusp of announcing a number of deals with tier-one operators in the next few months as betting on lotteries becomes ever more popular.
“Lottery betting is a small-stakes, big-jackpot product so has the advantage of being profitable without cannibalising existing behaviour,” Michael Bogie, the director of Lottoland Solutions, explained.
“We have a portfolio of 30+ products and a roadmap of innovation being implemented to further grow the genre.”
The deal comes just months after Lottoland announced it had passed the €300m revenue run rate and customer base of more than 4.5 million worldwide, as of December 2016.
That said there are some potential downsides for bet-on-lotteries. The Department for Culture, Media & Sport is currently consulting on whether their growth means less money is going to charitable causes, with the potential for new restrictions on the product.
With the above in mind, will lottery betting continue to grow in popularity and become a must-have for online gambling operators? Or is it too niche and risky a product? Have your say below…