500.com-owned lottery betting operator Multilotto has expanded its presence in Sweden through an agreement with convenience store operator Direkten.
Direkten has launched a Multilotto-powered in-store gaming platform across 30 shops in Sweden in collaboration with Spelombudet Norden, having completed testing in February.
In-store tablet devices aim to provide players with an enhanced gaming experience, with easy access to the operator’s global lottery jackpots and casino games.
“We are very excited about this campaign as it gives us a chance to reach players who would normally interact with betting in-store rather than online,” said Multilotto Swedish country manager Niklas Fagerström. “Considering Direkten’s retail coverage across Sweden, this will offer Multilotto a great market and our players an unprecedented choice when it comes to betting on the biggest global lottery jackpots.”
Direkten CEO Svante Törnqvist added: “We are very happy to have Multilotto on board in our gaming platform. Multilotto has a great product that suits our in-store offer very well, and at the same time it is continuously being asked for by our customers.”