The Guangdong province is to play host to new sports lottery
‘Mega-shops’, the first in mainland China, after Betex completed a deal
with the region’s sports lottery management.
From June, a trial for products which offer forecasts for results of
single football matches will be launched in 22 locations. Some will be
operational ahead of the World Cup.
Betex
is launching the sports lottery mega-shops with Guangdong Le Ke Casual
Lottery Bars Co Limited (GLKCL). It will take on the costs of the
launch, marketing, and operation of the shops, while GLKCL’s licences
and necessary approvals will be maintained by Guangzhou Run Sports
Planning (GRSP.)
This addition to China’s multi-billion dollar
sports-betting market is viewed by those involved as a trial for future
expansion.
Peter Greenhill, chief executive of Betex, said: “China has the
potential
to be one of the biggest gaming markets in the world, and for the first
time these trials provide an attractive and regulated opportunity to
play on the result of a single football match.
“Our experience
in working with the Sports Lottery Management Centres in both Hebei and
Guizhou has confirmed there is a significant demand for single match
football betting.”
As well as sports lottery products, betting
on European football will be offered weekly. There is a 14-match
football accumulator, and pools midweek and at the weekend. Betex will
profit from the sale of lottery products at the Mega-shops.
The
Guangdong province is the largest single market in China, and accounts
for around 8% of the Chinese sports-betting market. The first of the
joint enterprises will be based in the provincial capital of Guangzhou.
source: egaming review
