In China, sports lottery firm has reportedly signed a three-year deal with the Sports Lottery Administration Center of the Hunan Provincial Sports Bureau in order to develop land-based sales channels for its competitions.

According to a Sunday report from Asia Gaming Brief, the agreement inked by’s Shenzhen E-Sun Sky Network Technology Company Limited will see the subsidiary work with the provincial authority for China’s seventh most populated province to grow the customer base for sports lotteries by making ticket purchases more convenient.

Asia Gaming Brief reported that the pair is hoping to accomplish this goal by optimizing user experiences and opening more physical sales outlets across the 80,000 sq mile province subsequently set to be operated by Shenzhen E-Sun Sky Network Technology Company Limited.

The Chinese sports lottery firm also reportedly declared that the agreement is to see its subordinate run the new land-based outlets ‘in accordance with local development plans for [the] sports lottery business’ while assisting the state-run authority with all associated marketing activities.