Sweden's Miljonlotteriet has launched what it claims to be the first online instant win subscription service. It is a rare example of lottery innovation and a potential route online for traditional lotteries.

Miljonlotteriet is so convinced it has a winning concept that it has launched a B2B arm to license the concept to lotteries around the world. The first fruits of this new venture are a partnership with the Finnish Sports Federation and a second Miljonlotteriet operated by its sister company in Norway.

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