Games Galore: EQL Labs & EQL’s iLottery Marketplace Outlook for 2025

Digital Content—Let’s Talk About It

By EQL Games

Published April 22, 2025

The need for digital content continues to grow – more lotteries are adding it to their product offerings... but how does it actually benefit your lottery? And what should you look for when selecting the right content provider?

Content is everywhere – in the media you consume, the websites you visit, and the social feeds you scroll through. Because of this, lotteries and gaming providers need to work even harder to create engaging content that captures attention and drives consumer engagement. What separates great digital content providers isn’t just the quality of the games they offer – it’s also about the process behind them.

With that in mind, EQL Games has seen rapid growth over the past year, launching game content across multiple jurisdictions in the U.S. and internationally, with more in the queue. This content is offered through the EQL iLottery Marketplace, which offers the world’s best and most robust content library from a rapidly-expanding group of studio partners. Our goal remains simple: to be a one-stop shop for all things digital content in iLottery.

“Similar to traditional retail games offerings, the digital games will need to keep content fresh and engaging while continuing to expand. While the high-performing mechanics will always be part of the digital portfolio, lotteries need to look beyond to games that have unique mechanics and themes for player acquisition and retention,” said Heather Bowman, EQL’s Digital Games Portfolio Manager. “As an aggregator, EQL has a wide array of content providers with a diverse mix of themes and includes both traditional and unique mechanics that will complement any digital portfolio.”

Currently, most iLottery operators in the U.S. rely on single studios for content. But why limit yourself? A true marketplace like ours brings together the best games featuring diverse gameplay mechanics, innovative prize structures, striking artistic visuals, and immersive audio experiences.

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Expanding the Marketplace: Enter EQL Labs

With the success of our marketplace and the growing need for content, we asked ourselves: Why stop at curating top-tier content when we can create it, too? Enter EQL Labs – an innovation hub dedicated to developing and testing new lottery products for the global lottery industry.

“As companies grow, there can be a resistance to innovation. If the flagship game is performing well, reskinning it can seem like the easiest and most cost-effective path, so why not? EQL has the unique advantage of being a new player in the digital space,” said Shaun Rebello, EQL’s VP of Product. “To make our mark, we can’t simply follow the status quo, and this gives us a tremendous opportunity to try new ways to approach content and bring our partners truly original and innovative games that perform on the world’s biggest iLottery platforms.”

Within just a few months of launching, EQL Labs has already delivered a bespoke game for the Michigan Lottery. When Michigan saw our team’s ability to develop licensed sports-themed games under tight deadlines, they put us to the test – not with one, but two original games. Part of our new Tumbler+ vertical, this eInstant baseball game is loaded with mid-tier prizes and features a unique longball bonus round. This game is set to launch in May. Winning this project reinforced our belief that original digital content has a strong place in the iLottery marketplace.

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Expanding Our Sports Portfolio

EQL Labs is wrapping up production on a new Football Tumbler+ game which can be offered both as a licensed or unlicensed product, further expanding our sports-themed offerings.

Beyond original game creation, EQL Labs is also helping lotteries and studios reskin and refine existing games. Take Greentube US, for example – a studio known for its expertise in online and mobile gaming. Greentube has entrusted EQL Labs with the reformatting of eight games, ensuring they align more closely with the preferences of U.S. lotteries and their players.

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Bringing Licensed Brands to Life in Digital Games

Our work doesn’t stop there. We’re also focused on creating bespoke digital games for the licensed brands in our portfolio. EQL Games represents Team USA, and that brand is available for the Games in Milan 2026 and Los Angeles in 2028. Each Olympic Games features dozens of sports and countless events, presenting endless opportunities for tailored digital content.

Beyond the Olympics, two additional powerhouse brands are on deck. The Harlem Globetrotters, celebrating their 100th anniversary in 2026, provide the perfect opportunity for a basketball-themed game infused with nostalgia and style. Meanwhile, the excitement surrounding the 2026 FIFA World Cup in the U.S. makes U.S. Soccer an ideal brand for an engaging digital lottery experience.

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Choosing the Right Digital Content Partner

When selecting a digital content partner, consider both the quality of the games and the process behind them. At EQL Games, we’re not just delivering content – we’re redefining how digital lottery games are sourced, developed, and brought to market. Whether through our expanding marketplace, our innovative EQL Labs creations or our collaborations with world-class studios, we’re setting a new standard for iLottery content.

Are you ready to level up your digital game portfolio? Let’s talk.