London-based provider Highlight has announced a new partnership with the Azerbaijan National Lottery Company – Azerlotereya OJSC.

This agreement will see Highlight Games supplying its video virtual sports content and instant win products to Azerlotereya OJSC for distribution across retail locations and online platforms in Azerbaijan.

The decision to collaborate with Azerlotereya OJSC follows Highlight Games' partnerships with other entities such as Sisal Sans and the Turkish National Lottery.

Steven Holmes, Highlight Games CEO, stated: "I’m delighted to announce this transformative deal for Highlight with another national lottery. The success of our partnership with Sisal Sans and Demirören Holdings in Turkey perfectly positions us to replicate that winning formula with the Azerlotereya OJSC and I look forward to launching our exclusive content in this new territory soon." 

Other previous collaborations of Highlight Games include a deal with 1X2 Network to deliver Highlight Games content to 1X2 Network customers, featuring products such as a Manchester City FC-themed ‘Scratch of the Day’ instant win game and Soccerbet in various football iterations.

Additionally, Highlight Games recently launched its IIHF World Championship ice hockey product in Europe through Coolbet, featuring vintage tournament footage from IIHF teams.

Highlight Games plans to introduce virtual horse and dog racing games to its portfolio to further diversify its offerings. The company also renewed its access to archived Turkish Super Lig football footage, providing a stream of content for its partners and customers.