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Mexico – Sorteo rolls out Keno with Intralot

By - 14 December 2012

Electronic lottery provider Sorteo Games has launched its keno game in Mexico, marking the first gaming product to be deployed under Sorteo’s five-year agreement with Intralot, a global supplier of integrated gaming and transaction processing systems, to roll out innovative gaming products for Lotería Nacional, the national lottery of Mexico.

The game is available through Intralot gaming terminals located at retail and entertainment outlets throughout Mexico. Intralot’s operating system is fully integrated with Sorteo’s proprietary technology platform, the Digital Orchid Lottery Gaming Platform, which is the exclusively licensed integration platform for all lottery products and distributors in Mexico. Sorteo will also use the keno terminals to cross-sell its other lottery games.

Nour-Dean Anakar, CEO of Sorteo, said: “This marks an important milestone for Sorteo as another of our distribution channels commences operation. Over the past six months, we have been steadily rolling out our programme for modernising and automating the national lottery in Mexico and we are already seeing great results. With visually attractive draws in point-of-sale TV screens, keno is a quick, entertaining and exciting game, which we believe will be a huge success.”

The news follows a US$2m investment from Jumbo Interactive, a leading interactive lottery business, who signed an exclusive long-term agreement enabling Jumbo to sell Mexican National Lottery draws in Mexico via the internet and mobile.

Jumbo will integrate its technology with Sorteo Games’ distribution platform and become an official internet and mobile retailer of the lottery products that Sorteo Games offers from Lotería Nacional and Pronósticos, the two largest lotteries in Mexico with combined sales of over US$1.2bn.

Mr. Anakar said: “The automation of the lotteries is progressing well, and now we can expand and promote our online lottery distribution channel quicker than anticipated. Jumbo’s track record of success with the Australian lotteries makes them the partner of choice for introducing online lottery games in Mexico. We look forward to a long and fruitful relationship with them.”

Commenting on the agreements, Mike Veverka, CEO of Jumbo Interactive, stated: “With a population of over 110m people and 40 million on the internet, there is enormous potential to grow the Mexican lottery market to incorporate online sales. Jumbo is pleased to become closely aligned with Sorteo Games and become a valuable technological partner not only in Mexico but in other countries in South America.”


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