AKTSIASELTS EESTI LOTO

What AKTSIASELTS EESTI LOTO does

AS Eesti Loto is the Republic of Estonia's sole licensed lottery operator, wholly owned by the state through the Ministry of Finance, and has run continuous lottery draws since 1971. The company delivers draw-based lotteries (Eurojackpot, Vikinglotto, Bingo Loto, Keno, Jokker), approximately 20 e-instant win games, and physical scratch cards through an omnichannel distribution footprint of approximately 600 retail partner locations, the eestiloto.ee website, the M-loto SMS-play service, and a telephone play channel. It is the exclusive Estonian participant in the Eurojackpot and Vikinglotto multi-country pools, which enables large jackpot prize offerings disproportionate to Estonia's 1.3 million population.

The business model is a regulated consumer-lottery model in which revenue is generated as a percentage of gross stakes, of which 22% is paid as gambling tax to the Estonian state budget. In 2025 this translated to approximately EUR 20.8M in gambling tax and approximately EUR 46.8M in winnings paid to players against an annualized stake base of roughly EUR 94.5M. Customer reach is approximately 400,000 annual players, or roughly 30% of the Estonian population. The operating technology stack combines standard SaaS analytics and marketing tooling (Amplitude, Hotjar, SalesManago, Askly) with native Estonian payment and identity rails, accepting payments through all five major Estonian banks (Swedbank, SEB, LHV, Coop Pank, Luminor) and card networks, and authenticating users through four national e-ID systems (ID-kaart, Mobiil-ID, Smart-ID, Digi-ID).

The company is led by CEO Triin Agan and Head of Lottery Games Silver Veetõusme and operates with a lean team of approximately 57 employees. It holds WLA Security Control Standard 2020, ISO/IEC 27001:2013, and the European Lotto Responsible Gaming Framework certifications. Recent strategic emphasis has been on digital product expansion (new e-instant titles in 2025), a broadcast partnership with ERR for the MEIE BINGO! TV show launched in March 2025, the Vikinglotto bonus format change for 2026, and the January 2026 tightening of the playing age from 16 to 18.

Name

AKTSIASELTS EESTI LOTO

Legal name

AS Eesti Loto

Website

https://eestiloto.ee

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

51–100 employees

Short description

AS Eesti Loto is the Republic of Estonia's state-owned, monopoly lottery operator, offering draw-based lotteries, e-instant games, and scratch cards to roughly 400,000 Estonian players across retail, web, SMS, phone, and a 2025 TV bingo partnership.

Ownership category

akta.pro rank

Product category

National Lottery Operations

NAICS

Gambling Industries (7132), Other Gambling Industries (71329), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Lottery Operators (Government & Private Licensed) (MPAEAFAA)

akta.pro secondary industries

Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD), Lottery Ticket & Instant Games (Scratch-Off) Publishing/Printing (MPAEAFAC), Lottery Retailer Networks & Distribution Services (MPAEAFAF), Lottery Payments, Wallets & Cashing Solutions (MPAEAFAH), Draw-Based Lottery Management (Number Games, Keno as Lottery) (MPAEAFAE)

Keywords

• National lottery operations
• Draw-based lottery games
• Instant lottery tickets
• Online e-instant lottery
• Mobile lottery services

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Lottery Ticket Sales: Eesti Loto generates revenue through the sale of lottery tickets across five draw-based lotteries (Eurojackpot, Vikinglotto, Bingo Loto, Keno, Jokker), approximately ten instant/scratch-off tickets sold at ~600 retail locations, and roughly twenty e-instant lottery games sold online. Revenue is a percentage of gross lottery stakes, with 22% paid as gambling tax to the state budget.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

AS Eesti Loto operates Estonia's state-licensed national lottery, selling draw-based lottery tickets (Eurojackpot, Vikinglotto, Bingo Loto, Keno, Jokker), physical instant/scratch-off tickets at roughly 600 retail outlets, and approximately twenty online e-instant lottery games via its eestiloto.ee platform and M-loto mobile SMS service. Players manage play through a digital account (Mängukonto) with an integrated e-wallet, subscriptions, and responsible gaming limit controls.

Product overview

Eesti Loto operates Estonia's national lottery, offering a diverse portfolio centered around draw-based and instant lottery games. The core product lineup includes five draw-based lotteries: Eurojackpot (international), Vikinglotto (Scandinavian), Bingo loto (with TV show), Keno, and Jokker. Supporting the draw-based games is a suite of instant lottery products: approximately 20 e-instant lottery games playable online via the web platform, plus physical instant lottery (scratch) tickets sold through ~600 retail locations. Channel/platform offerings include M-loto (SMS-based mobile purchasing), the Mängukonto player account system, E-rahakott digital wallet, Püsitellimused subscription service, and responsible gaming limit tools. The company also produces television content including the MEIE BINGO! show on ETV2. The offering functions as a unified platform where all games can be managed through the player account, with cross-selling between draw games and instant games.

Differentiator

Problem solved

Functional benefit

Brands

• M-loto: Mobile application for purchasing lottery tickets via phone. Allows ticket purchases through mobile with SMS confirmation.
• Eurojackpot
• Vikinglotto
• Bingo loto
• Keno
• Jokker
• e-kiirloterii

Products and services

• Eurojackpot International pan-European draw lottery in which Estonian players participate via a 2-panel ticket at €2.00, with jackpots starting at €32 million. Pooled across 18 European countries.
• Vikinglotto Scandinavian-led transnational draw lottery available to Estonian players at €1.50 per 2-game-panel combination, with jackpots starting at €3 million and pooled across 10 participating countries.
• Bingo Loto Traditional Estonian bingo-style lottery with televised draws and TV-märk on tickets for show participation. Ticket price €2.00; jackpot starts at €300,000.
• Keno Daily number-draw lottery with player-selectable bet amounts, multiple draws per day, and a maximum prize pool of €300,000.
• Jokker Daily 7-digit number lottery with fixed prize tiers and a main prize of €1,000,000. €2.00 per play, up to 10 panels per ticket and up to 14 consecutive draws.
• E-kiirloteriid (E-instant lotteries) Portfolio of approximately 20 online instant-win lottery games (including Kuldne ruut, Hullud viljad, Teemandi jaht, 10X Raha, Kullapada, Tinko, Õnneloomad, Sürpriis, SuperSumm, Crossingo, Mesitaru) played via the eestiloto.ee platform at €2.00–€5.00 per ticket with jackpots always in play.
• Kiirloteriid (Physical instant lottery tickets) Approximately 10 physical instant-win scratch-off lottery tickets sold through ~600 retail partner stores (R-Kiosk, Selver, Maksimarket, Konsum, Coop, Prisma) across Estonia.
• M-loto (Mobile Lottery Purchase) Mobile phone-based lottery ticket purchase service where players call or SMS short codes (17788 and 17788*1–4) to buy draw-based tickets without logging into a website. Standard €0.20 service fee (€0.50 for Elisa customers); SMS confirmation provided.
• E-rahakott (E-wallet) Integrated digital wallet for the Mängukonto player account that supports bank-link deposits from major Estonian banks, Visa/Mastercard deposits, ticket purchases, and automatic prize payouts. Maximum balance €1,500.
• Püsitellimused (Subscriptions) Automated recurring ticket purchase service that buys specified lottery combinations on selected games at player-defined intervals, charging the linked payment card or e-wallet balance.
• Kuldne ruut (Golden Square) €5 e-instant lottery game launched November 2025 in which players win by finding a winning number or lucky symbol among their numbers; jackpot always in play.
• Hullud viljad (Crazy Fruits) €2.50 e-instant lottery game launched in March 2025 with a fruit-themed world and a €25,000 jackpot, part of Eesti Loto's e-instant portfolio.
• Mesitaru Birthday-special e-instant lottery game launched in July 2025 to celebrate the 3rd anniversary of Eesti Loto's e-instant lottery portfolio, featuring 10 prizes of €100 each.

Quantifiable outcome

• Approximately 400,000 Estonians play Eesti Loto lotteries annually (~30% of Estonia's 1.3M population)
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• ERR (Estonian Public Broadcasting)coreStrategic or Co-development Partner · 4 March 2025Co-production partnership with ERR for the new 'MEIE BINGO!' TV show airing on ETV2 every Wednesday at 21:30. ERR provides broadcast infrastructure and public media credibility. This is a flagship media partnership — the lottery show format is specifically designed for Estonian audiences in collaboration with ERR.
• Delfi Meedia / Brand StudioStrategic or Co-development Partner · 4 March 2025Creative agency partner for the production of 'MEIE BINGO!' TV show. Brand Studio (Delfi Meedia creative agency) co-created the show format and visuals specifically for the Estonian market.
• JustFresh ProductioncoreImplementation/ SI/ Consulting Partner · 4 March 2025Production company for the 'MEIE BINGO!' TV show, responsible for filming and production of the show format.
• Estonian Retail Partners (~600 stores)coreChannel Partner/ Reseller/ DistributorApproximately 600 retail sales points across Estonia including R-Kiosk, Selver, Maksimarket, Konsum, Coop, Prisma, and others. Note: Omniva post offices ended Eesti Loto services from May 2026. These partners sell physical lottery tickets (draw-based and instant/scratch-off tickets).
• Estonian Banks (Swedbank, SEB, LHV, Coop Pank, Luminor)coreTechnology or IntegrationPayment processing partners for the e-wallet deposit system. Players can deposit funds via bank links from major Estonian banks: Swedbank, SEB, LHV, Coop Pank, and Luminor. All these banks' logos are displayed on the Eesti Loto website as accepted payment methods.
• EMTA (Estonian Tax and Customs Board)coreStrategic or Co-development PartnerRegulatory partnership for self-exclusion registry. Eesti Loto directs players who want long-term gambling restrictions to the EMTA self-exclusion list (Hasartmängu Nõustamiskeskuse). The EMTA registry enables players to self-exclude from all gambling in Estonia.
• European Lotteries Association (EL)minorOthersInternational industry association membership. Eesti Loto is a member of the European Lotteries Association, which promotes responsible lottery operations and best practices across Europe.
• World Lottery Association (WLA)minorOthersInternational industry association membership. Eesti Loto is a member of the World Lottery Association, a global body for state-authorized lotteries.
• Hasartmängu Nõustamiskeskus (Gambling Addiction Counseling Center)coreOthersResponsible gaming partner providing gambling addiction support. Eesti Loto prominently references this organization (phone 15410, website 15410.ee) on its platform and in responsible gaming communications as a free support resource for players.
• Vikinglotto Consortium (Norway, Sweden, Denmark, Finland, Iceland, Latvia, Lithuania, Slovenia, Belgium)coreStrategic or Co-development PartnerEesti Loto participates in the Vikinglotto transnational lottery consortium along with Norway, Sweden, Denmark, Finland, Iceland, Latvia, Lithuania, Slovenia, and Belgium. Jackpots are pooled across all participating countries. Eesti Loto joined Vikinglotto in the early 2000s.
• Eurojackpot Consortium (18 European countries)coreStrategic or Co-development PartnerEesti Loto participates in the Eurojackpot transnational lottery — a pan-European draw lottery with participating countries including Germany, Finland, Spain, Italy, Netherlands, Croatia, and others. Jackpots are pooled across all participating nations.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Veikkaus: Finland's state-owned national lottery and gaming operator. Directly comparable as a government-owned lottery monopoly in a similarly small Nordic-Baltic adjacent market, offering draw-based lotteries, instant games, and digital platforms; Eesti Loto and Veikkaus also partner inside the Vikinglotto consortium.
• Danske Spil: Danish state-owned lottery and gaming operator. Comparable as a Nordic state-owned lottery franchise; fellow Vikinglotto consortium member running draw-based lotteries and instant games with strong digital and retail distribution.
• Norsk Tipping: Norway's state-owned gambling operator under the Norwegian Ministry of Culture. Closely comparable as another monopoly-state lottery and gaming franchise; both Eesti Loto and Norsk Tipping are members of the Vikinglotto consortium and operate under government-mandated responsible gaming frameworks.
• Svenska Spel: Swedish state-owned gambling operator (owned by the Swedish government) running lottery and sports betting. Comparable structure (state-owned lottery monopoly), Vikinglotto consortium co-member, and similar responsible gaming / channel mix profile to Eesti Loto.
• Lietuvos Loto: Lithuania's national lottery operator, majority state-owned. Directly comparable Baltic-region peer offering draw-based and instant lottery products, and also a Vikinglotto consortium partner alongside Eesti Loto.
• Latvijas Loto: Latvia's national state-owned lottery operator. Closely comparable neighbor operator with identical institutional structure (state-owned monopoly), Vikinglotto consortium partner, and similar small-market Baltic dynamics to Eesti Loto.

Broad incumbents

• Sazka Group: Largest Czech lottery operator and pan-European lottery aggregator (Eurojackpot consortium member). Comparable as a multi-country lottery operator using similar draw, instant, and digital products; larger and more commercially oriented than Eesti Loto's state-monopoly model.
• Française des Jeux (FDJ): France's incumbent national lottery operator (Eurojackpot consortium member). Comparable as a large state-aligned lottery monopoly with draw, instant, and digital sports/betting products; broader portfolio and scale than Eesti Loto, but operates under the same European Lotteries responsible gaming regime.

Others

• World Lottery Association: Global association for government-authorized lotteries of which Eesti Loto is a member. Comparable as a peer through the WLA Security Control Standard (WLA SCS 2020) certification that Eesti Loto maintains; provides industry benchmarking rather than commercial competition.
• European Lotteries Association: Industry association of state-authorized lotteries of which Eesti Loto is a member. Comparable as a peer not through product competition but as a coordinating and standards-setting body whose Responsible Gaming Framework certification Eesti Loto holds.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/EestiLotoTV
• Facebookfacebook.com/profile.php?id=61564973932641
• LinkedInlinkedin.com/company/as-eesti-loto
• Instagraminstagram.com/eestiloto.ee
• TikToktiktok.com/@eestiloto.ee

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AKTSIASELTS EESTI LOTO