Austrian gaming outfit Novomatic Group and Swedish online betting technology provider Kambi Sports Solutions are teaming up to help state-run lotteries diversify their product offering.

On Tuesday, Novomatic subsidiary Novomatic Lottery Solutions (NLS) and Kambi Group announced the signing of a memorandum of understanding to fuse Novomatic’s lottery platform with Kambi’s sports betting technology to provide a full-service, omni-channel gaming solution to government-regulated lotteries.

The dynamic duo will showcase their new service – which will operate under the co-branded ‘NLS Sports Betting – Powered by Kambi’ moniker – at next month’s World Lottery Summit in Singapore.

The omni-channel product will place particular emphasis on interactive gaming, an area that most state lotteries have yet to fully embrace but one they need to adopt if they wish to retain the interest of younger demographics who have shown less interest in traditional lottery products.