Scientific Games signs agreement with LEIA

A European alliance with shared goals

The agreement was signed with the Lotteries Entertainment Innovation Alliance, known as LEIA. The group brings together national lottery operators from Denmark, France, Norway, Sweden, and Finland.

LEIA was established in October 2018 and operates under Norwegian law. Ownership is split evenly among FDJ United, Danske Lotteri Spil, Norsk Tipping, Veikkaus, and Svenska Spel.

Scientific Games will work with partner studios Random State, BWLoto EHF, and Harman Connected Services GmbH. Their work will focus on digital gaming projects set out in LEIA’s strategic plans.

The timing matters — retail lottery sales remain stable, but digital demand continues to rise. Many operators now prefer joint projects rather than building alone.

What the agreement covers

Under the deal, Scientific Games will supply localised SG Studios content to LEIA members. The company may also create custom games for specific national markets.

LEIA will gain access to more than 100 licensed brands. It will also receive a library of digital instant games through the SG Content Hub.

All products will serve regulated lottery casinos. This limits risk and keeps focus on compliance, trust, and player protection.

Importantly, the agreement is not exclusive — LEIA can still hire other suppliers. That detail keeps competition open and costs under review. Key terms at a glance

• Contract length: two years, plus one optional year

• Estimated spend: €0.5m to €5m across the full term

• Maximum value: capped at €8m

Why shared development matters

LEIA plans to start working with selected partners from June 2025. The group says shared development can cut costs and shorten launch times.

The members can reduce pressure on single operators by pooling budgets. At the same time, shared control may slow decisions if views differ.

Scientific Games said the deal could help attract younger players in a responsible way. The company also said it supports long-term digital growth.

Investor view and next steps

Analysts at Simply Wall St said the agreement appears positive for FDJ United investors. They believe it strengthens the group’s digital strategy.

FDJ United still benefits from a protected lottery franchise. Nevertheless, profit margins have tightened despite rising sales.

The company’s shares have lagged the wider French market. Fair value estimates range widely — showing mixed confidence among investors.

Hence, this deal may ease some worries without changing results overnight. Delivery — not announcements — will decide its real value.