As previously announced by IIG plc, Hui10 Inc has signed a wide-reaching cooperation agreement with the Liaoning Provincial Sports Lottery Centre, marking another significant step in the company’s province-by-province rollout of its multi-brand lottery digitisation platform.
The agreement covers the deployment of Hui10’s four flagship offerings, TEAM CHINA merchandise, Lucky World omni-channel retail, Lottery HongBao digital payments, and UGO Lotto terminals for scratch cards, throughout Liaoning Province, one of China’s most industrialised and populous regions in the northeast.
Comprehensive Multi-Brand Rollout
Under the terms of the agreement, Hui10 will:
- Deploy Lucky World e-commerce and flagship lottery stores, enhancing customer access to both fast-moving consumer goods and digital lottery incentives.
- Introduce TEAM CHINA campaigns and Olympic-themed merchandise, in collaboration with the General Administration of Sports and the China Olympic Committee.
- Enable QR code-based Lottery HongBao promotions, linking consumer purchases to gamified rewards and digital lottery redemptions.
- Expand UGO Lotto coverage through POS terminals in restaurants, shops, entertainment venues, and public transit locations.
Deepening Reach in a Key Lottery Region
Liaoning is a strategically important lottery market in northeast China with a high density of retail locations and urban lottery players. Through this agreement, Hui10 brings a unified loyalty, payments, and retail solution to a region known for its strong lottery engagement.
The partnership accelerates Hui10’s national expansion and positions the company to further scale its operations across China ahead of expected regulatory reform enabling fully paperless lottery ticketing. The integration of Hui10’s technology stack with the Liaoning Sports Lottery system will enhance efficiency, transparency, and customer engagement.