LEIA is an international collaboration between lotteries sharing the same goal to foster open innovation, strengthen market position and boost digital growth locally

Game: Fantasy heroes and carnival track with rolling balls and power-ups.

What we do

LEIA helps lotteries to address digital challenges, pool liquidity, and innovate with lower risk and greater scale.

Joint innovation & development

We explore and develop innovative game concepts together utilising liquidity from early ideas to launch.

Shared content, one marketplace

We enable lotteries to exchange, share and co-source games delivering a broad catalogue of attractive games through our marketplace.

Reaching new audiences responsibly

We support digital development that meets modern customer expectations, including younger audiences in a responsible way.

Knowledge exchange & best of breed

We create a trusted space for collaboration, knowledge exchange, learnings, and best practice across partner lotteries.

What it means

…to our lottery partners

to grow digitally by increasing its digital GGR in a responsible and sustainable manner, increase digital customer share by attracting new customers and convert existing customers, and digitalize their operations.
to take out economies of scale by improving operational effectiveness, decrease time to market, drive costs down, and increase synergies between the lotteries.
through joint innovation be able to strengthen its ability to make an attractive gaming offer in its home market by developing and piloting innovative games, increasing shared liquidity by the creation of attractive liquidity games, and to diversifying risks attached to launch of new games.

…to our providers and game studios

Access to a large part of the European lottery market through one interface and marketplace
Participate in structured innovation initiatives and concept development in a best of breed environment
Collaborate with multiple national lottery operators through a single framework
Contribute with leading edge expertise in a responsible, regulated context focused on sustainability and consumer protection

Curious for more information or to explore collaboration?

A robot emerges from a treasure chest, addressing a wizard, a female adventurer, and two goblins.

Man presents next to a "LEIA" banner and whiteboard, with a laptop showing "iLottery" on the table.

How we work

Identify shared needs and opportunities across local lottery markets
Explore solutions and concepts with lottery partners, providers, and game studios
Validate through testing across markets (when relevant)
Enable sharing, sourcing, and joint development through the LEIA framework
Launch on one common marketplace connected to all lottery partners

Who we are

LEIA is an international collaboration between lotteries established in 2018. We are a tool for the lotteries to strengthen their position in their home markets delivering an agile and attractive marketplace providing a broad catalogue of attractive games. Our core values agility, simplicity, Integrity and sharing is integrated into all aspects of our work.

Our lottery partners are: