Multilotto details Swedish in-store venture with Direkten

Online lottery betting provider Multilotto and Swedish convenience store chain Direkten have joined forces to launch a new in-shop gaming platform.

Operating in collaboration with Spelombudet Norden AB, the platform has been rolled out at 30 Direkten stores across the country.

In-store terminals will now allow consumers to place bets on major lotteries from around the world, as well as access a range of casino games.

“We are very excited about this campaign as it gives us a chance to reach players who would normally interact with betting in-store rather than online,” Multilotto Swedish country manager, Niklas Fagerström, said.

“Considering Direkten retail coverage across Sweden, this will offer Multilotto a great market and our players an unprecedented choice when it comes to betting on the biggest global lottery jackpots.”

Direkten CEO, Svante Törnqvist, added: “Multilotto has a great product that suits our in-store offer very well, and at the same time it is continuously being asked for by our customers.”

Multi Brand Gaming Limited, which operates the Multilotto.com site, is licensed to operate in the recently regulated Swedish market.