A unit of London-listed lottery supplier DJI Holdings Plc has been selected to supply and operate a sales-assisting administration system for Heilongjiang Sports Lottery Administration Centre sales outlets. The subsidiary, Harbin Tengcai Technology Development Co Ltd, will be using the official Heilongjiang Jingcai website as the sales platform, the firm said in a press statement on Tuesday.
DJI Holdings is a distributor and promoter of sports and welfare lottery products to the Chinese mainland market. The company last week said it would pursue an extra listing in Hong Kong or New York in 2015.
“This new platform will create a link between the traditional offline lottery sales and the fast-growing online lottery channel by increasing access and availability of lottery games for players,” the firm said.
It added: “It will allow the company to transact directly with several hundred thousand new players who purchase lottery on a daily basis.”
Heilongjiang province, located in the far northeast of mainland China, has approximately 5,000 independently operated sports lottery stores, according to DJI.
Under the two-year agreement, Harbin Tengcai is expected to share its commission with the province’s lottery store operators. The firm did not disclose any numbers regarding the commission split.
The company said it would seek to increase its footprint in Heilongjiang “by expanding to include non-lottery retail outlets”.
In a separate development, DJI announced that its high-frequency virtual horse-racing game has been approved by Heilongjiang Sports Lottery Administration Centre to progress to the final pre-application stage. The firm said a live in-store trial will be set up in 40 outlets in Heilongjiang province at the start of 2015.
“Both of these developments represent the continued execution of our strategy as outlined at the time of our IPO in July,” DJI chief executive Darren Mercer said.
“These projects represent very exciting opportunities for DJI. Heilongjiang sports provides us with access to a significant number of daily lottery players and an excellent reference point to assist in our ongoing discussions with other provinces,” he added.
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Analyst at Union Gaming Securities Asia