Europe leads the world in the number of iLottery startups so it’ s no surprise that this is where NeoGames achieved its earliest lottery success.Lotteries recognized the importance of a best of breed strategy so they partnered with NeoGames, a dot.com supplier, to launch iLottery games.“NeoGames started its activities focusing on the European market, followed by two deals we have in the Latin American market, ”said Moti Malul, VP, Sales & Business Development, NeoGames.“In the past two years we have placed a big focus on the North American market.Lately, we have started to get requests from Asian Pacific lotteries.”NeoGames specializes in introducing soft gaming to a mass market.“Our mission is to help lotteries become iLottery‘ natives’ and assist them in developing their own optimized offering, ”said Malul.“We understand that lotteries are naturally afraid or concerned about the unknown aspect of this new world of interactive.NeoGames is here to constantly share information and be a knowledge source
for lotteries so they can customize their iLottery solutions
for their markets— which they know better than anyone
else .”2013 was a critical year as Neo – Games achieved its beachhead in North America.On November 25, the Michigan State Lottery(MSL) announced the selection of Pollard Banknote and NeoGames to provide iLottery services that will allow players to enjoy their favorite games over the internet and on mobile devices.“Our strategic partnership with Pollard resulted in an important win of MSL’ s turn – key iLottery project, ”said Malul.“It brings to the market a new approach which we hope will be appreciated by other lotteries.”But NeoGames is active around the world.“Our customers are spread across four continents and use more than 15 different languages, ”said Malul.“We are now providing a full span of services including all range of interactive games, a comprehensive iLottery platform and a set of services to offer a complete turnkey solution.”2013 was a banner year.“Neo – Games’ lottery division grew more than 50 % in the past year.This is because of the growth of existing customers as well as the addition of new customers, ”said Malul.There were three new startups.“We launched a whole new game category called Raspadinha with Jogos Santa Casa(JSC), the game division of Santa Casa da Misericórdia de Lisboa, the Portuguese lottery.The games in this category were all customized and modified to meet the look and feel and regulatory requirements of the lottery, ”said Malul.“The lottery’ s initial results have far exceeded their expectations.JSC saw an immediate boost to revenues with no cannibalization of their retail sales.“Closer to the end of the year we launched our product with MSL Ukraine which is one of the largest Eastern European lotteries.And
finally we also launched our products
for MDJS, the Moroccan lottery, which is yet another joint cooperation with INTRALOT, ”he added.NeoGames also worked closely with its existing clients to grow sales, although results vary by region.“Our customers
continue to see constant growth with our products.Sisal,
for example, has grown more than 30 % YOY with our product line and this came after three years of growth, ”said Malul.The Game Studio is an important part of the firm’ s total offering.Neo – Games launched an in -house developed business intelligence(BI) tool so it can monitor the performance of its games based on a set of pre – defined parameters.“By using this tool we are able to identify the best performing games and to create game packages per customer, ”he said.“Games like 7th Heaven, Roll the Dice, VIP Black and Lucky Charms are constantly at the top of the list, with VIP Black and Lucky Charms being two of our newest games to be launched in 2013.”NeoGames’ portfolio has evolved in the past years to include a wide range of platforms, products and games.“Our core offering of eInstants is constantly expanding and includes today more than 80 games, ”said Malul.“We also introduced a set of number games, versions of interactive Keno and recently a Bingo platform.NeoGames has put a lot of emphasis on mobile;
we see benefit in that since the early customers of our mobile product line are reaching levels of about 20 % sales[derived] on mobile
for all interactive sales.We have optimized the mobile product line
for all smartphone operating systems as well as
for tablets.”Many lotteries are switching to new iLottery platforms.“We see more and more lotteries in Europe which have started a few years back with relatively limited interactive platforms, require more comprehensive and experienced platforms to run on as their portfolio matures and expands and as they prepare themselves to compete with the private iGaming operators, ”said Malul.“The knowledge and experience that we have put into our NeoSphere platform over the past eight years allows us to power these lotteries with an engine that fits the new environment and challenges they are facing.”Malul projects major online lottery growth between 2014 and 2016.“Sales driven through internet and mobile channels are on the rise and will
continue to grow as more and more lotteries invest and focus on these channels, ”he explained.“Internet and mobile are not the future;
they are the present.We will see them become a significant contributor in the years to come.”