Finland’s Veikkaus launches new Genera geolottery product

Finland’s state-owned gaming operator Veikkaus has launched a new daily geolottery game, a product created and licensed by Swedish lottery supplier Genera Networks.The game is officially known as Nabor, but has been renamed Naapurit (which means ‘The Neighbours’ in Finnish) for Veikkaus.

It sees players participate using their home address. Winners are drawn in a raffle, with secondary prizes distributed among ticket holders who live closest to the main prizewinner.

Naapurit will be accompanied by a primetime TV show that will air on two TV channels, with tickets to be sold online at and via mobile devices, as well as via lottery retailers.

One entry ticket is valid for all draws made during a calendar month, while players are also allowed to subscribe to the game. It is expected to generate annual turnover of €100m.

The Nabor lottery format is currently patent pending.

Genera Networks chief executive Maria Sandell explained that Nabor was the first format to make lotteries relevant to younger players by using other motivating factors to encourage participation.

“It is a game about winners, the places they live in and the stories they tell,” Sandell said.

The launch with Veikkaus further expands Genera’s client base forthe geolottery product, with Norwegian national lottery Norsk Tipping one of the first operators to launch the Nabor solution earlier this year.

Genera also supplies Norsk Tipping with video lottery terminal products and claims to have secured a 64 per cent share of Norway’s VLT market.

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