Scientific Games has been selected as a digital partner to the Lotteries Entertainment Innovation Alliance (LEIA), a collaborative initiative formed by five European lottery operators: Danske Spil in Denmark, FDJ United in France, Norsk Tipping in Norway, Svenska Spel in Sweden and Veikkaus Oy in Finland.
The alliance was created to support collective digital innovation among its members, allowing participating lotteries to share development resources, improve operational efficiency and accelerate the launch of new digital content within their respective regulated markets.
Under a two-year agreement, Scientific Games will deliver digital game projects aligned with strategic priorities defined by LEIA.
The supplier will also provide localised versions of titles from its existing digital portfolio, alongside bespoke games developed to meet the specific commercial and regulatory requirements of individual member lotteries.
LEIA CEO, Morten Eriksen, said: “LEIA is an international collaboration between lotteries sharing the same goal to foster open innovation, strengthen market position and boost digital growth locally.”
Eriksen added that the alliance’s focus on responsible digital development led to the selection of Scientific Games as its digital partner.
Scientific Games already maintains established commercial relationships with each of the lotteries participating in LEIA.
The expanded partnership formalises a framework through which digital projects can be developed and deployed across multiple jurisdictions, reducing duplication and supporting faster time-to-market for new content.
Matt Lynch, President of Digital at Scientific Games, said: “Scientific Games is a long-time, trusted business partner to the individual lotteries in the alliance, providing a broad portfolio of products and services.”
Lynch added that the agreement would support member lotteries in expanding digital reach and engaging new audiences.
Through the partnership, LEIA will gain access to Scientific Games’ digital catalogue, including content distributed via the SG Content Hub.
The platform connects third-party studios and their content with lottery operators globally. Scientific Games also confirmed that Random State, BWLoto EHF and Harman Connected Services GmbH have been selected to contribute content as part of the LEIA collaboration.
Scientific Games currently supplies retail and digital lottery products, technology and services to more than 150 lottery operators across over 50 countries worldwide.
Earlier this month, Scientific Games expanded its omnichannel linked games portfolio with the launch of Game Show Experience. The initiative introduced digital, instant and fast-play lottery titles themed around established television formats, including The Price is Right and Family Feud, as part of the supplier’s broader digital engagement strategy.
In January, Scientific Games partnered with Brightstar Global Solutions to establish SPL, a new lottery enterprise operating in São Paulo State, Brazil
