Greentube, the digital gaming and entertainment division of NOVOMATIC, has marked a significant milestone in its European expansion by launching online sports betting and VLT (Video Lottery Terminal) games on Loteriesport.lu, the online platform of Luxembourg’s national lottery, Loterie Nationale Luxembourg.
This launch is powered by Greentube’s adaptable server-based gaming solution, Greentube Plurius, and represents the second phase of plans to enhance the Loteriesport.lu platform. The integration allows players in Luxembourg to access sports betting content similar to that already available at retail locations.
Background and integration phases
The first phase of integration occurred last year when Greentube brought land-based VLT and sports betting terminals to the Luxembourg national lottery. Greentube won a major tender to supply the lottery with an omnichannel solution in May 2021.
Greentube Plurius solution
The Greentube Plurius solution enables casinos, VLT operators, and B2B suppliers to connect their land-based terminals to a central core system, allowing access to games played on an online server. Currently, the system hosts nearly 60 games, with new titles set to be launched weekly. Key features of the Greentube Plurius system include:
- Cross-channel promotion;
- Player tracking;
- Depositing features;
- Real-time monitoring and accounting tools;
- Game statistics and product usage insights;
Future plans and benefits
Greentube intends to launch the full Greentube Plurius solution next year, which will provide the lottery with deeper insights into player habits and needs. This comprehensive solution is designed to create a unified and engaging experience for players across all platforms.
Georg Gubo, COO at Greentube, stated: “Our Greentube Plurius technology is designed to create a unified and engaging experience for players across all platforms. We are excited to see it in action on Loterisport.lu alongside Loterie Nationale Luxembourg and look forward to the full 360 integration later this year.”
Partnership and industry impact
Léon Losch, CEO at Loterie Nationale Luxembourg, added: “The launch and continued development of Loteriesport.lu is a pivotal moment for us, and we are thrilled to be working alongside Greentube in delivering this evolving digital solution. Greentube has a strong reputation as a reliable and experienced technology provider with a proven track record in lottery integrations, so we are confident that this partnership will support our customer base and operator partners’ evolving needs.”
This collaboration underscores Greentube’s commitment to delivering high-quality technology solutions to operator partners in regulated markets globally. Greentube has also developed partnerships with other industry operators, including Sunbet, NetBet, and Caesars Digital.
Omnichannel play in the gaming industry
The conversation regarding omnichannel play has been significant in the gaming industry. While some argue that true omnichannel experiences are rare, others point out that larger operators, such as BetMGM, have successfully leveraged their brick-and-mortar presence for omnichannel experiences. Smaller operators may benefit from refining their offerings to focus on profitable markets rather than attempting to offer everything across all channels.
