Sportradar subsidiary Betradar has signed another lottery partnership, agreeing a deal to launch its virtual football solution for Germany’s Lotto Hessen.

The deal further strengthens Betradar’s portfolio of state lottery clients, with the company now supplying more than thirty lotteries on four continents with a range of products and services, though Lotto Hessen becomes the first state lottery to launch the virtual football product.

Commenting on the partnership, Lotto Hessen chief executive Dr Heinz-Georg Sundermann explained that state lotteries had to be innovative in introducing new products and services in order to effectively compete against private operators and attract younger players.

“Betradar’s impressive suite of entertaining and profitable gaming products perfectly fit our portfolio and future plans,” Sundermann said. “In order to raise our service to a whole new level we decided to turn to market leader Betradar.”

Sportradar’s director of state lottery business Joni Hovi added that he was pleased to have Lotto Hessen become the latest partner to launch the virtual football solution.

“Lotto Hessen will take the lead in the lottery world by introducing our market leading Virtual Football solution,” Hovi explained. “We are convinced that together we can shape future developments and play an active part in the creation of an even more exciting virtual betting offering for the German market.”

Lotto Hessen achieved a turnover of €587.3m last year and maintains a network of more than 2,000 retail outlets. It is also a member of Germany’s Lotto and Toto Block and is a founding member of the newly-licensed private lottery operator Deutsche Sportlotterie.

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