Our Strategy

A strategic thrust focusing on operational excellence, market expansion, the creation of alliances and building an agile culture, enabling us to leverage our knowledge to provide better customer experiences.

Our Purpose

Guiding principles for sustainable growth

Empower talent and drive innovation to challenge the boundaries in lotteries and gaming entertainment.

Our Vision

To be an innovative and respected operator in the lottery and gaming entertainment industry and a valued partner in our communities.

Our Mission

To provide trustworthy lottery and gaming entertainment experiences in a safe and responsible environment.

Our Approach

The strategy behind our achievements

A corporate strategy built on four fundamental principles, including product innovation, operational efficiency, digital and sustainability.

Product Innovation

A product portfolio with competitive payouts delivering compelling customer satisfaction, driving players from the informal to the formal market.

Operation Efficiency

A strong focus on cashflow generation with Group-wide cost optimisation programmes and a performance-oriented culture cutting across all the levels of the Group.

Digital and Data

The use of data as the means to cross-sell and up-sell products while enhancing player protection. A targeted effort to increase online sales as a measure to de-anonymize participation in higher-risk games to monitor player behaviour.

ESG

Responsible gaming as a guiding principle and prerequisite for success. The adoption of best practices in CSR and the positioning of the Group as a leading contributor to good causes.

Our Strategy

A vision focused on sustainable growth

A strategic thrust focusing on delivering value to customers through operational excellence and the creation of an agile culture to meet the demands of a fast expanding industry landscape.

Customer Centric Innovation

Developing innovative products and services across all business verticals.

Market Expansion

Enter new markets to scale while reducing single-market dependency.

Operational Excellence

Adopt processes to optimize performance, scale, and efficiency.

Data Centric

Harness data analytics to drive strategy and unlock opportunities.

Partnership & Aliances

To align growth objectives with a view towards internationalisation.

Agile Culture

Growth-oriented culture and workforce that has the mindset to innovate.

Customer Centric Innovation

Developing innovative products and services across all business verticals.

Market Expansion

Enter new markets to scale while reducing single-market dependency.

Operational Excellence

Adopt processes to optimize performance, scale, and efficiency.

Data Centric

Harness data analytics to drive strategy and unlock opportunities.

Partnership & Aliances

To align growth objectives with a view towards internationalisation.

Agile Culture

Growth-oriented culture and workforce that has the mindset to innovate.

Customer Centric Innovation

Developing innovative products and services across all business verticals.

Market Expansion

Enter new markets to scale while reducing single-market dependency.

Operational Excellence

Adopt processes to optimize performance, scale, and efficiency.

Data Centric

Harness data analytics to drive strategy and unlock opportunities.

Partnership & Aliances

To align growth objectives with a view towards internationalisation.

Agile Culture

Growth-oriented culture and workforce that has the mindset to innovate.