By EQL Games
Published September 11, 2024
For a company that started almost 10 years ago with the goal of bringing a game based on horse races to the lottery industry, EQL Games has certainly undergone an evolution. That first game concept, Win Place Show, has led to a multi-faceted lottery content company. EQL Games is now known not just for its pioneering line of live sports lottery games, but also its digital lottery offerings, its growing book of top-notch brands ready for licensing in the U.S., and a tech stack that stands up to the current trends in Silicon Valley.
Indeed, since its inception, EQL Games has set out to disrupt the lottery market, and the company, with its innovative technologies and ever-evolving content for both retail and digital channels, is certainly leaving its mark. EQL Games is now both an original game studio and third-party aggregator with eight lotteries under contract and partnerships with 16 studios from around the world, offering 300-plus digital games.
With the support of a modernized tech stack and a deep understanding of the lottery markets, EQL Games has actualized a vision for expanding the industry into new territories of innovation and creativity, achieved through an integration of the three major verticals of aggregation, original content, and product licensing.
“While this wasn’t our initial path, our journey has taken us to a place where we can offer technology to lotteries that is proven, GLI-certified, and ready for execution,” said CEO and Founder Brad Cummings. “When we have talked with lottery representatives, they have asked for options, and that is what we are providing. The biggest players in the market offer time-proven technology. EQL Games is offering modern, nimble technology on par with that offered by some of the world’s largest companies. We believe we are ushering in a new breed of lottery technology.”
Why pursue this new type of lottery technology? It was actually a direction born of necessity. When you are a company offering games based on the results of live sports games, and a worldwide pandemic shuts down ALL sports, it makes you consider your path.
“We certainly had time to think about what could be next, and focusing on technology made the most sense,” Cummings said. “Once we started our planning, it was off to the races, pun intended. Four years later, the technology has started to be deployed and, I’m happy to report, it is working just as planned.”
Pursuing this mission has meant pushing boundaries, exemplified by a built-from-scratch RGS that is designed around the demands of both retail and digital lottery games, allowing for extremely fast backend integrations and a scalability of users into the millions. Pair that with a loaded book of content for lotteries to browse that spans from eInstants to TV sitcoms to live sports, and it becomes easy to see how these innovations have sent waves through the industry.
Exciting Licensed Properties and New Games
EQL Games Licensing is providing lotteries with access to top licensed brands. For the past four years, the company has represented the U.S. Olympic and Paralympic Properties (USOPP), the group that fields the U.S. teams for the Olympics and Paralympics. Once the successful Paris Summer Olympic Games were completed, all eyes turned to the Los Angeles Games in July 2028.
“These brands allow us to offer eye-catching branding opportunities to lotteries paired with bucket-list second chance trips,” said Jim Acton, SVP of Business Development. “Team USA games can be paired with trips to the Olympic Games in LA in July of 2028. This unique brand paired with exciting prizes will excite current players and attract new customers.”
EQL Originals are a testament to this originality, created with the idea that draw games can and should be more exciting for players and non-players alike. Games based on the results of live sporting events are central to the original products EQL offers. It’s remarkable where the company has grown from its original conception as a way to bring people into horse racing outside of the Triple Crown, to now providing the market with a new way to game. Today, the company is hard at work to provide new games for the especially exciting partnership with Team USA, which will see the production of branded content for future Olympic games.
However, uniqueness comes with risk for lotteries who are wary to launch unproven concepts. This is where EQL’s aggregation and technology comes into play, as they mitigate any of the potential uncertainties that come with the uncharted territory of a wholly unique technology integration. Populated with content from iLottery and iGaming studios from around the world, the EQL catalog offers lotteries trusted and novel eInstant content that are often much further ahead than the developers serving solely iLottery companies. The result: a perfect pairing between cutting edge gaming and a crowded industry looking for new opportunities to attract an ever-growing audience.
Cummings shares: “At EQL Games, our mission is to transform the lottery market with innovative technologies and diverse content for both retail and digital platforms. We are excited to collaborate with lotteries and studios worldwide, blazing our path towards a new future in this industry. We look forward to expanding our scope even further, with new opportunities to collaborate with more states and brands appearing every day.”
Kommentare