British business-to-business online and mobile lottery games innovator, has announced that it is to further enhance its fixed-odds numbers betting service after inking a deal with the Betradar subsidiary of sports data and digital content solutions and services specialist Sportradar AG.

Emojis and a search feature:

According to an official press release published by European Gaming Media and Events, the Birmingham-based firm explained that the agreement will enable it to utilize Betradar’s new Numbers Betting Online solution. It declared that this innovation is to allow it to supply ‘simple play pages’ featuring upcoming and live draws as well as countdown tickers, a search feature and a range of emojis displaying ‘hot and cold picks.’

Reimagining lottery games: is licensed by the Gambling Commission in the United Kingdom and features a team that has experience with some of the most prominent names in online gambling including the like of Bet365 Group Limited, Lottoland Limited and Storm Games Limited. Its stated mission is to make lottery games more engaging, accessible and appealing in order to create excitement and bring in ‘new partners’.

Global online debut:

Andrew Lindley, co-founder for, detailed that his firm’s updated numbers betting service is to be premiered online for partners around the world using its own application programming interface complete with an integrated selection of data, games and reporting tools. He subsequently confirmed that this is to be followed next year by self-service and betting shop screen solutions.

Lindley’s statement read…

“We are proud to be launching this brilliant package with Betradar, which provides the market with real lotto draws from every corner of the world, with results occurring every minute and significant new gamification that makes for a fresh and utterly compelling offer.”

Filling ‘a significant gap’:

For his part, Greg Parsons, Africa Sales Director for Sportradar AG, proclaimed that has combined ‘the best elements’ of sportsbetting, lottery and online gambling to create ‘a product that fills a significant gap in the digital marketplace.’

Parsons’ statement read…

“We’re hugely excited about the partnership with to help revolutionize lotto betting games by combining our quality betting data and partnerships with its digital user experience.”