iGaming Business – Finnish national lottery operator Veikkaus has announced the launch of a new daily geolottery game. Created and licensed by Swedish lottery supplier Genera Networks, the game is officially known as Nabor, but has been given the local name of Naapurit (The Neighbours) for Veikkaus.
Finnish players can take part in the game by using their home address, with winners drawn in a raffle and secondary prizes distributed among ticket holders who live closest to the main winner.
The Naapurit lottery will also be accompanied by a primetime television programme that will be broadcast on two channels. Tickets for the new game can be purchased online via a desktop or mobile device, as well as from lottery retailers.
One entry remains valid for all draws during a calendar month, with players also given the option to subscribe to the game. Veikkaus said the new game is expected to reach an annual turnover of more than €100 million ($138.2 million).
“Naapurit is a modern game that features a more social form of lottery,” Veikkaus chief executive officer Juha Koponen said. “We believe in the idea that winning together is more fun.
”Veikkaus strives to be a leader in the industry and we are excited to be among the first ones to launch a geolottery format.”
Maria Sandell, chief executive officer of Genera Networks, added: “Nabor is the first format that makes lotteries relevant to younger players by creating other drivers than the possibility of a big win.”
