Stockholm-listed gaming operator Kindred Group has entered the lottery betting business in partnership with Lottoland Solutions.

The B2B division of Lottoland has deployed its turnkey lottery betting service with Kindred brands Unibet, MariaCasino and, offering players bets on the outcome of some of the world's leading lottery draws including Italy’s Super-Enalotto, Spain's El Gordo, the US-facing PowerBall and the OZ Lotto, among others.

"Kindred is constantly seeking to innovate and we're hugely excited to be the first operator to offer Lottoland Solutions' new turnkey lottery betting B2B service to our players," said Fredrik Kjell, head of gaming at Kindred.

Lottoland Solutions director Michael Bogie explained that the company has integrated its fully responsive lottery betting client with Kindred’s platform, enabling the operator’s brands to offer a dedicated lottery betting tab, providing cross-sell and direct customer acquisition opportunities.

"We're thrilled to be providing lottery betting services to Kindred, a company which is at the very forefront of innovation in our sector," Bogie said. "It is a pleasure to work with such a great team who are passionate about all of their products, which is clearly demonstrated by their multi-vertical success. We are confident lottery betting will be a very popular addition."

Bogie added that with lottery betting being a small stake high jackpot game, it offers operators a profitable product without cannibalising existing games.

"We have a portfolio of 30+ products and a roadmap of innovation being implemented to further grow the genre," he continued. "With jackpots guaranteed by Lottoland's proprietary risk management, including our Insurance Linked Security, Kindred is the first tier one operator to be able to benefit from Lottoland’s unique and proven lottery betting solutions which have paid out €150m to lottery betting winners."

In related news, Lottoland revealed this week that it has reached a new landmark of 6m registered customers worldwide for its B2C business. To celebrate the milestone, the company will be expanding its portfolio with six new and unique offers for customers of its Powerball, Spinata Grande, El Gordo de Verano, Instant Millionaire scratchcard, EuroMillions and EuroMillions instant win games.

Since launching four years ago, Lottoland has seen a number of big customers wins, including a £1.2m win on the US Powerball in 2013, and more recent wins of €22m on LOTTO 6aus49 and £4m on Spain's El Gordo.

"We're delighted that six million customers have experienced our innovative lottery betting product," said CEO Nigel Birrell. "To reach such a milestone in our first four years is testament to a team of highly ambitious and driven individuals looking to shake up an out-dated market.

"Our strong growth rates show no sign of slowing and we're incredibly excited to reach millions more customers worldwide in the coming years."

Shares in Kindred Group plc (Co. Data) (STO:UNIB) were trading up 0.90 per cent at SEK94.95 per share in Stockholm early Wednesday.