Four of the leading National Lottery operators in Europe have joined forces to establish a new joint venture to develop an enhanced range of content including shared liquidity games.

The Lotteries Entertainment Innovation Alliance (LEIA) has been created by Denmark’s Danske Lotteri Spil, France’s Française des Jeux, Norway’s Norsk Tipping and Finland’s Veikkaus.

The new JV will be used to share resources in order to build a “wider and efficient” digital gaming offering, allowing the lotteries to address some of their main challenges in the digital space and foster open innovation.

The four lotteries said that they share the same values and public interest goals, having been granted a mandate by their respective authorities in the lottery space, and aim to develop shared liquidity games and offer an enhanced range of games to customers.

“The consumer behaviour in the lottery industry is changing rapidly which requires faster development and adaption from both the operators and suppliers,” said LEIA chairman Olli Sarekoski, who also serves as CEO of Veikkaus.

“We are happy to announce this new joint venture and I believe we will be stronger together in the long term in delivering strong value propositions to each market.

Norsk Tipping director of distribution Morten Eriksen has been appointed CEO of the new JV, which will be based in Hamar, Norway.

Eriksen has been with Norsk Tipping since January 2014 and has served more than 20 years’ experience in the telecoms industry.

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