Hero Gaming launches new casino brand and lottery betting product

29 November 2019

Swedish operator Hero Gaming has announced plans to launch a new flagship casino brand, Boom Gaming, as well as a new lottery betting product.

Hero Gaming did not reveal many details about Boom Casino, but suggested the release would be at some point in 2020.

A promotional video for Boom Casino said that game categories on the new brand will include video slots, Vegas slots, fruit machine slots and roulette, with games from suppliers Red Tiger and NetEnt.

Meanwhile, Hero Gaming has also launched a new lottery betting product from its no-registration brand Speedy.

The operator said that Speedy Lotto is the first ‘Pay and Play’ lottery betting product. Rather than requiring registration, players may use payment solutions such as Swish or Trustly.

The SpeedyLotto website also includes online casino and live casino sections.

Soon after the launch of SpeedyLotto in Sweden, Svenska Spel president and chief executive Patrik Hofbauer hit out at lottery betting companies, claiming that their continued legality is “incomprehensible”.

Hofbauer said he hoped the Swedish Gambling Market Investigation Board (Spelmarknadsutredningen) considers a ban on lottery betting in its investigation into the country’s re-regulated market.

“It is incomprehensible that [lottery betting] may continue,” Hofbauer said. “I can't think of any other industry where it's okay to use competing companies' products as their own business. The shadow gaming companies cannibalise on well-known lotteries without owning the brands themselves that they market and sell.”

Hofbauer added that he believed these products were confusing to customers, who may not realise they are not playing lotteries themselves.