EQL Games
Lottery launch – Exclusive Q&A w/ Frank Cecchini, Head of Lottery at Evoplay
Evoplay recently announced the launch of its lottery products in partnership with EQL Games. What has the initial market response been like, and how do you see the products evolving?
We view the partnership with EQL Games as an exciting development, as it represents our first steps in the US lottery market. While it’s still too early to assess the market response, EQL is one of the largest independent providers of games in the US lottery market. Integrating our products into their US portfolio provides lotteries with access to super competitive content and lays the foundation for future growth, opening the door to broader opportunities.
Evoplay is famous as an award-winning iGaming studio that produces innovative games that many operators across the globe take up. However, as newcomers to the very different lottery market, we are taking a strategic, step-by-step approach to building visibility and establishing a strong presence. Not all of our games are appropriate for the far more conservative iLottery market – we are, therefore, modifying our most popular instant win games as well as developing specific ‘lottery friendly’ content to establish a lottery focussed portfolio of games that support safer gaming initiatives while still being attractive to players.
In October, Evoplay will be attending the World Lottery Summit in Paris, where we will showcase our lottery games and ideas. This engagement is vital to our strategy to expand our network and explore new partnerships.
How would you evaluate the current landscape of the US lottery market? Are there any new partnerships on the horizon for the US market?
There are two factors currently impacting the US lottery market. First, retail sales are down, with most lotteries reporting significant declines in draw-based game sales for this fiscal year (FY25), mainly due to the lack of massive jackpots seen in FY24. Second, there’s increased competition for gambling dollars as states legalise online sports betting, bringing faster casino-style games to mobile devices. The attractive sign-up bonuses from online operators are drawing younger players away from traditional lottery games.
While North America’s iLottery sales are expected to reach $17.7 billion by 2032, this won’t fully offset the decline in draw-based games. To compete, lotteries must offer similar opportunities while leveraging their trusted branding. Evoplay can help by providing games that are not only safe but also appealing. This approach is already attracting interest from potential partners, and we expect that number to grow.
When introducing a long-established product like lottery, how do you ensure it resonates with new players while maintaining engagement from your core audience?
To engage new players as well as our existing audience, we’ve begun by transforming our popular instant games, such as Penalty Shoot-out, along with flagship titles like Adrenaline Rush and Star Guardians, into captivating lottery experiences. Unlike traditional lotteries, our games will offer a unique blend of excitement and entertainment, appealing to players who enjoy both casino dynamics and large jackpotswhile retaining familiar elements that resonate with our loyal audience.
By turning our popular titles into innovative lottery games and introducing entirely new ones, we aim toimpact in both the iGaming and lottery markets. We’re confident that our audience and newcomers alike will be curious about these new games, and we’ll further boost interest through various promotions. Evoplay’s products will deliver a unique gaming experience, combining nostalgic charm with modern appeal, ensuring they resonate with different player types worldwide. When players discover they’re not only having a great time but also having a chance to hit the jackpot and make their dreams come true, they won’t be indifferent.
In which global markets is the lottery experiencing the most growth, and where do you see the biggest opportunities?
Right now, the American (both North and South) market is at the forefront of online lottery growth, and there are huge opportunities here. The COVID-19 pandemic has pushed many players from retail to online platforms, leading to a clear increase in lottery participation globally. In the US, new online and sports betting laws have further accelerated this growth.
Asia is also a significant growth market, as is Latin America, which is becoming more accessible for operators. But if you ask me to pinpoint the biggest area for opportunity, I’d definitely say it’s the US. I believe our partnership with EQL Games is the first step for Evoplay to enter this market and sets the stage for future growth and success.
We are also focused on expanding our presence in other key markets, including Europe and beyond, where there are many lottery fans. The open data for 2024 highlights the growing potential in these regions, particularly in the top five countries by revenue, whichthe United States, the United Kingdom, Germany, France, and Canada lead. . This landscape presents us with numerous opportunities to leverage.
What does the future of the lottery look like to you?
As the lottery evolves, it will increasingly have to take on some of the characteristics of an online casino. To stay relevant, lotteries must enhance their game offerings and refresh their image to attract younger players, as most current participants are still 50 and older. This transformation is already underway and is set to accelerate, creating significant opportunities for innovative companies like Evoplay.
While engaging a younger audience is essential, prioritizing player safety remains crucial. This can be achieved by crafting games that encourage responsible play, offering captivating formats and dynamic gameplay that keep players engaged without compromising their well-being.
I believe the future of lotteries is bright as we innovate and adapt to the evolving preferences of players. Instant win games are poised to gain traction, potentially shifting the current balance from traditional lottery ticket sales to a greater emphasis on instant win formats by 2030.
EQL Games
EQL Games and Gaming Corps Announce Agreement to Deliver Innovative Gaming Solutions to State Lotteries
EQL Games has secured another strong content partnership with Gaming Corps, a listed innovative iGaming studio out of Sweden. With an emphasis on creating thrilling and unique adventures with mesmerizing graphics, every product Gaming Corps creates is designed to transport its players into a unique world of fun and excitement. EQL Games believes these games will be a great addition to the U.S. Lottery market knowing they’ll lead to uncharted realms of entertainment.
“Bringing Gaming Corps on as a provider to the EQL Games iLottery Aggregator represents an exciting step forward in our mission to bring unique, high-quality content to state lotteries,” said Brad Cummings, CEO of EQL Games. “Gaming Corps’ expertise in iGaming, along with their vibrant game portfolio, aligns perfectly with our vision of enhancing the lottery experience through dynamic, engaging content. Together, we’re creating new opportunities to engage lottery players with distinctive and immersive game experiences.”
Gaming Corps’ portfolio is a captivating mosaic of themes, stories, and adventures, with games designed for players across all demographics. From the mysteries of ancient civilizations to the frontiers of space exploration, the games span a diverse universe of themes that are sure to resonate with U.S. lottery players. While these products can currently be found in some of the top iGaming markets in the world, this agreement with EQL Games marks the first time their content will find a home in the lottery vertical.
“The US has always been a bit of a holy grail for game developers like us, which has been further reinforced as several state markets have been regulated,” said Juha Kauppinen, CEO of Gaming Corps. “The potential in the American market is enormous and we are thrilled to partner up with EQL Games and their impressive iLottery aggregation platform. We have high hopes that it will have a significant positive impact on our revenues. We are now working hard to make all our games available to US lotteries via the EQL Games platform.”
This is the 17th studio partner EQL Games has added in support of its lottery-only aggregator. Built specifically with the needs of government lotteries in mind, this first-of-its-kind product is about more than product distribution. The EQL Aggregator is designed to allow lotteries to enjoy content from multiple studios while only having to interact with a single point of contact. This simplifies the process of adding new content to a lottery’s digital portfolio without having to scale up operations to meet the needs of multiple studio partners. The EQL Aggregator is currently operating in lotteries across two continents and will see further expansion throughout the next year.
Brad Cummings
EQL Games Launches Team USA Omni-Channel Lottery Games in Virginia Ahead of Olympic and Paralympic Games Paris 2024
EQL Games recently unveiled an unparalleled gaming experience with the debut of its omni-channel Team USA games, exclusively tailored for the Virginia Lottery. Whether purchasing a Team USA scratcher or playing the Team USA iLottery game online through the Virginia Lottery’s website or mobile app, players can get into the spirit of the Summer Olympic and Paralympic Games leading up to opening ceremonies later this month in Paris.
“We are excited for both the Olympic and Paralympic Games Paris 2024 in July and the launch of these two engaging lottery products. The Virginia Lottery is among the most innovative lotteries in the world, and it has been a pleasure collaborating to bring these two games to market. Thanks to our partnership with Team USA, Virginia Lottery players can now participate in the omni-channel Olympic and Paralympic action,” said EQL Games CEO Brad Cummings.
EQL Games partnered with game studio 916 Gaming to create a unique digital game that allows players to live out their Olympic and Paralympic dreams. Lottery players play the role of a Team USA archer, track star or gymnast with just a tap of their fingers. This first-of-its-kind product combines the lottery online playing experience with games that feel more like playing a video game.
“The opportunity to offer games that align with the start of the Olympics and Paralympics only happens every two years, and the Lottery saw this as a great chance to engage with fans. EQL and 916 Gaming have created fantastic games that our players can enjoy as they cheer on Team USA athletes,” said Virginia Lottery Director of Marketing Scott Kenyon.
The $2 Team USA scratcher will help drive sales of the omni-channel promotion. Virginia has included a special promotional offer on the front of the Scratcher offering 25 free games of the online game when players make their first account deposit. The omni-channel launched a full month ahead of Paris 2024 and the Lottery will support these games with traditional retail and digital point of sale material.
EQL Games is revolutionizing the lottery industry through relentless innovation, delivering first-to-market products as both an original game studio and a third-party content aggregator.
Brad Cummings
EQL Games to Supply iLottery Games to Virginia Lottery Through Industry-leading Content Aggregator
EQL Games has partnered with global aggregation leader and NeoGames company, Pariplay, to provide the Virginia Lottery, through an agreement with NeoPollard Interactive, with a series of eInstant iLottery games for their industry-leading digital platform. These games are delivered to Virginia Lottery players through Pariplay’s Fusion aggregation platform, which has been integrated with EQL to provide access to EQL’s portfolio of eInstant games and studios. The first game, Drop It! developed by Greentube, launched on March 21, 2024, and will be followed up with more games this year.
“As the Virginia Lottery’s newest online content provider, EQL is contributing to the expansion of our iLottery games portfolio. EQL Games’ platform allows us to access games from studios across the world, featuring game mechanics that support our ongoing strategy of acquiring new players and those looking for fresh, new gameplay experiences,” Scott Kenyon, Director of Marketing at the Virginia Lottery, said.
Ongoing, EQL Games will supply the Virginia Lottery with iLottery games from its growing stable of aggregated game studios. The EQL platform is currently operating in lotteries across two continents and will be live in at least seven lotteries across three continents by the end of 2024.
“EQL Games looks forward to partnering with the Virginia Lottery on these exciting initiatives. Our content is changing the way digital lotteries are looking at new games. We can now supply them with games from leading studios across the world and, as a result, Virginia players will now have options that will entertain them like never before,” Brad Cummings, CEO of EQL Games, said.
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