Our strategy

Our business strategy is centered around the following six areas:


1. Offer the broadest gaming experience with lottery as a core

  • Offer new and innovative lottery products while focusing on further expansion into digital gaming

2. Focus on casual play and responsible gaming

  • Capitalise on large potential customer base - approximately 50% of the adult populations plays lottery games

  • Responsible gaming commitment as a key driver of long-term trust with customers, regulators and governments

3. Embrace digital growth opportunities

  • Exploit under-penetrated markets via strong digital offering

  • Utilise cross-sell between gaming verticals

  • Develop world-class competence in CRM (segmentation, penetration, real-time offering)

4. Enhance operational efficiency

  • Big in innovation, selective in spending

  • Deploy innovative technologies

5. Attract the best talent

  • High profile digital company
  • Blend experience with innovation and new ideas

6. Focus on CSR and support of good causes

  • Work closely with national regulators to balance contribution to good causes, responsible gaming and return to shareholders