The CEO of EQL Games asserts that the United Arab Emirates presents a significant opportunity for the lottery market's growth.
In the heart of the Middle East, the United Arab Emirates (UAE) is witnessing a dynamic growth phase in its digital lottery market. This transformation is marked by the launch of the country's first officially licensed digital lottery platform, The UAE Lottery, as part of the UAE government's commitment to creating a secure and well-regulated gaming environment [1].
At the forefront of this market is EQL Games, who, under a Gaming-Related Vendor license granted by the General Commercial Gaming Regulatory Authority (GCGRA), has been appointed as the exclusive third-party content provider for The UAE Lottery [1].
EQL Games' strategic partnership with The Game LLC, the official operator of The UAE Lottery, has allowed it to offer a full range of regulated digital lottery games via this newly launched platform. This partnership has already resulted in several interactive digital scratch and eInstant games, including Marble Run and Lucky Lagoon, released earlier in 2025 [1].
Expanding its offerings, The UAE Lottery has introduced new digital scratch games such as Gemstone Riches and Sports Mania, both provided by EQL Games and available on the official UAE Lottery website. These games boast multiple prize tiers, engaging bonus rounds, and interactive multiplier mechanics, demonstrating a commitment to varied and appealing gameplay experiences designed for this emerging regulated market [2].
With a focus on maximising its opportunity in the Middle East, particularly the UAE, EQL Games has no immediate plans to expand into other markets [1]. However, the company views this partnership and market entry as a launchpad for wider global expansion, working closely with the UAE regulator to ensure compliance and sustainable growth of the digital lottery sector [1][2].
EQL Games' CEO, Brad Cummings, discussed the company's evolution, strategic shift, and UAE partnership in an exclusive interview with SiGMA News. Cummings emphasised the importance of experimentation and launching more products more frequently in digital offerings, believing this is crucial to success in the industry [1].
The UAE's regulatory framework, according to Cummings, does not require comparison to other markets. Instead, the company's goal is to fully understand and comply with it [1]. Cummings also views major suppliers such as Scientific Games and Fennica Gaming as partners rather than competitors, seeing them as valuable content providers for the UAE market [1].
The next generation of lottery players, as Cummings describes them, are "limitless," due to their digital native nature and lack of preconceived notions about traditional lottery games [1]. This perspective aligns with EQL Games' approach, as they have pivoted three years ago, focusing on lottery games of chance based on the results of live sporting events [1].
However, the uncertainty around sports post-pandemic and the rise of iLottery adoption in the United States prompted the company to move away from sports-based lottery games [1]. Instead, EQL Games has developed an iLottery Marketplace model, which allows lotteries to access more than 20 studios' worth of content, simplifying operations and enabling smaller studios to access markets they would not otherwise be able to reach [1].
Other international suppliers like Pollard Banknote have also started entering the UAE market, signalling a growing ecosystem of licensed providers [3][5]. As the UAE digital lottery market continues to evolve, EQL Games is poised to play a significant role, spearheading product innovation and market development in collaboration with The Game LLC under the newly regulatory framework [1][2].
[1] - SiGMA News [2] - UAE Lottery [3] - GCGRA [5] - Pollard Banknote
- EQL Games, under a Gaming-Related Vendor license from the General Commercial Gaming Regulatory Authority (GCGRA), has been appointed as the exclusive third-party content provider for The UAE Lottery, a development that merges technology and entertainment in the general-news sector.
- The UAE Lottery's ongoing collaboration with EQL Games yielded new digital scratch games such as Gemstone Riches and Sports Mania, offering elements of entertainment and innovation in the rapidly growing technology and general-news market.
