Four of Europe’s leading state lottery operators have set up a new joint venture business as they look to improve their online offerings and develop new products that pool liquidity across jurisdictions. 

The Lotteries Entertainment Innovation Alliance (LEIA) has been set up by Danske Lotteri Spil, La Française des Jeux, Norsk Tipping and Veikkaus, with its head office in Norway. 

It will be led by Norsk TIpping’s vice president of distribution Morten Eriksen, who has been with the lottery for the past five years, following a twenty-year career in the telecommunications centre. 

Eriksen will oversee the development of enhanced digital products which leverage the lotteries’ player bases to create more attractive offerings for consumers. 

“The consumer behaviour in the Lottery industry is changing rapidly which requires faster development and adaption from both the operators and suppliers,” Veikkaus chief executive Olli Sarekoski, who has been named chair of LEIA. 

“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,” he added.