Hui10 has begun the wider rollout of Sports Lottery+, its integrated digital platform designed to enhance the traditional Sports Lottery retail experience by connecting lottery participation with payments, loyalty, commerce, AI and broader consumer engagement.
The rollout follows the successful deployment of Sports Lottery+ in Hohhot, Inner Mongolia, where Hui10 has brought together multiple elements of its technology and commercial ecosystem within a single connected operating environment.
Building on Hohhot, the rollout is continuing across Inner Mongolia and is expected in the next six months to extend to Hebei, Jiangxi, Henan, Shandong, Liaoning, Jiangsu and Shanxi, representing a total population of over 500 million.
From lottery transaction to customer relationship
China’s established Sports Lottery retail network has supported lottery participation through dedicated physical lottery-only retail outlets since 1994. Sports Lottery+ builds upon this established infrastructure by introducing a new digital engagement layer around the traditional lottery transaction.
At the centre of the platform is Hui10’s lottery-enabled, UnionPay-certified payment infrastructure, integrated with the newly introduced Sports Lottery Loyalty Programme.
Participating customers can earn Lucky World Beans through buying activity within the Lucky World eco-system and redeem those loyalty points against eligible Lucky World merchandise and lottery-related activity available through Hui10’s Starting XI sports engagement platform.
This creates a more connected relationship between the lottery player, the lottery shopkeeper and the wider Sports Lottery ecosystem, extending engagement beyond the individual lottery transaction.
Bringing the Hui10 ecosystem together
Sports Lottery+ has been developed as an integrated operating architecture rather than a standalone product.
Through Lucky World, participating lottery shops can extend their traditional retail offering into merchandise and consumer commerce, including selected TEAM CHINA products. The platform also supports Lottery HongBao, loyalty and consumer engagement campaigns alongside Hui10’s UnionPay certified payment technology.
Together, these capabilities connect payments, loyalty, merchandise, sports engagement and AI with the existing physical lottery shop network and their customers, through a common digital infrastructure.
The same infrastructure has also been designed to support Hui10’s longer-term strategy for paperless lottery services, should future policy and regulatory developments permit such functionality.
Building from Hohhot
Daniel Levine, Chief Executive Officer of Acceler8 Ventures plc, said:
“The introduction of Hui10’s Sports Lottery+ platform is an important milestone in our strategy. The Hohhot pilot demonstrated how multiple elements of the Hui10 ecosystem can operate within a single, connected environment.
“This now enables us to develop our AI technology for deployment directly into Sports Lottery shops, with intelligent assistants designed for both shopkeepers and players to improve operational efficiency, customer engagement and the overall player experience.
“Building on the successful Hohhot pilot, Sports Lottery+ is now being rolled out across additional regions, partners and consumer environments.”