Helio Gaming plans expansion into Africa and Asia

Malta-based lottery provider Helio Gaming has been expanding extensively in Africa and Asia, signing new deals, and is all set to launch an all new product. 5Star caught up with CEO Richard Mifsud to see what’s happening in the world of lotteries.

A new Q/A is out at 5Star magazine.

Here a short excerpt:

We hear you’ve been on your travels again. Where have you been spreading the Helio gospel recently?

Most recently, we’ve been out in Manila as part of the SiGMA roadshow. The idea was to take 10 Malta-based suppliers to Asia and allow them to showcase their products and services to up to 200 operators. Whilst I was there, I also attended the ASEAN gaming summit and featured on a panel about artificial intelligence, blockchain and automation. After a whistle stop tour there, it’s off to Kampala in Uganda for Sports Betting East Africa. Whilst I’m there I’ll be speaking on a panel called Modernising bingo, lotteries and casino for the African millennial. We already have clients live in Africa, but there are a number of other operators in countries across the continent who could really benefit from modern lottery products. Asia is the same. We’re used to hearing about their phenomenally successful sportsbooks and casinos, but outside of the big state lotteries there is very little being done to bring exciting, high-frequency draws to the consumer. Last but not least, I’ll be at the Prague Affiliate iGaming Conference. I’ll be speaking on another panel there too, this time entitled: Lotteries evolution or Innovations, how it influences the iGaming world.

The mention of affiliates in Prague is an interesting one. Is that a part of the industry that you’re looking to get into?

Absolutely. You can probably count on one hand the number of traditional lotteries that have affiliate deals in place. The simple reason is that these businesses can’t afford to use affiliates, given the small margins on tickets. But our products provide far better scope. For instance, if we sell an operator a lottery ticket for…

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