Helio Gaming seeks Asian expansion

| By Richard Mulligan
Helio Gaming, which provides a lottery system that can be integrated with gaming platforms, affiliate management and other marketing automation tools, is seeking to expand its presence in Asia.

Helio made its debut in Asia in May last year, but CEO Richard Mifsud is now keen to expand the company’s presence in the continent.

Helio offers betting on international lotteries and is about to launch a live lottery product, which will have particular relevance to consumers in the Far East.

“The popularity and prevalence of sportsbook and casino and Asia is undisputed, but the adoption of next generation lottery has yet to be exploited, particularly outside of the big state lotteries,” Mifsud said.

“Lottery used to be the domain of lottery operators only, but it is so much easier just to add the vertical to existing operations, where you can introduce new players to your site and cross-sell really appealing opportunities to win large jackpots to existing customers.

“The live lottery element will also be very appealing and fit easily given the preference for the live dealer format in casino. I really think lottery could be the next big thing in Asia.”

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