Establishment of a new joint venture company LEIA

in Lottery

Danske Lotteri Spil, Française des Jeux, Norsk Tipping and Veikkaus have formed Joint Venture Company named Lotteries Entertainment Innovation Alliance AS (LEIA)


27 November 2018, Hamar, Norway - The participating lotteries have on the 1st October 2018 signed an agreement to establish a Joint Venture Company (JVC) between Danske Lotteri Spil, Française des Jeux, Norsk Tipping and Veikkaus named Lotteries Entertainment Innovation Alliance AS (LEIA). 

The four lotteries share the same values and public interest goals, and they have been granted a mandate by their respective authorities in the lottery gaming industry. They have decided to create a joint company to share resources in order to build a wider and efficient digital gaming offer, allowing these lotteries to address some of the common main challenges in the digital space, and foster open innovation. The aim is to develop liquidity games and to offer an enhanced range of games to the consumers.

 Morten Eriksen, from Norsk Tipping, has been appointed as the CEO of the new venture. Eriksen has more than 20 years of experience from the Telecom industry and recently 5 years from the lottery industry.

 “The consumer behaviour in the Lottery industry is changing rapidly which requires faster development and adaption from both the operators and suppliers. 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” says Olli Sarekoski, Chairman of LEIA and CEO of Veikkaus.

 LEIA is a limited liability company incorporated under the laws of Norway, and has its registered address at Måsåbekkvegen 20, 2315 Hamar, Norway. 


Media Contact:

Press Relation Director
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Morten Eriksen, CEO LEIA

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Mobile: +47 90083245 

FDJ (Française des Jeux) is ranked 4th lottery worldwide with 15.1 Bn EUR of sales in 2017. FDJ offers lottery and sports betting to its 26+ million customers, providing secure and responsible entertainment. The group including its B2B subsidiaries FDJ GAMING SOLUTIONS employs 2,130 people. FDJ distributes lottery and betting through a retail network of 30.800 points of sale and online to 1.3 M players.

 Veikkaus is a Finnish gaming company with a special mission. We want people to play our games safely and with moderation. Almost all adult Finns play our games; we have over two million loyal customers. Thanks to the players, over one billion euros a year are accumulated for the common good. The gaming revenue is used to offer people chances for better lives.


Danske Spil A/S, the Danish National Lottery, was founded in 1948 and is currently the market leader on the Danish gambling market. Danske Spil offers gambling through its subsidiaries, Danske Lotteri Spil and Danske Licens Spil, both online and through a network of more than 4,400 retail partners across the country. Today a substantial variety of good causes benefit from the more than DKK 1 billion (DKK 1.1 billion in 2017), which Danske Spil returns annually to society via the lottery funds. In total Danske Spil’s societal contribution amounted to DKK 2.674 billion in 2017.

 Norsk Tipping AS (Norsk Tipping) is Norway’s state-owned gaming company with sole rights as operator of several gaming activities in the Norwegian domestic market. Norsk Tipping engages every year approximately 2 million players from the adult population of 4 million every year. In 2017 the company had a turnover of approximately 35 billion Norwegian kroner. The company has approximately 400 employees, and a network of nearly 3600 retailers throughout the country where the players can play. Approximately 50% of the company's revenue comes from Internet and other digital channels.