EquiLottery Games, Inc.

History and Founding

EquiLottery Games was founded in 2010 by entrepreneur Brad Cummings in Louisville, Kentucky, with an initial focus on lottery products derived from live sporting events. The company gained early recognition by developing Win Place Show, a draw game that determines winners based on live horse race results. This product was the first of its kind in the U.S. and launched through the Kentucky Lottery in March 2019, with full retail rollout across all 3,000+ Kentucky Lottery terminals completed in 2020. In April 2021, the company rebranded as EQL Games to signal a broader digital strategy beyond live-sports games.

Business Model

EQL Games operates through three primary business lines: an iLottery aggregator, an internal game development studio (EQL Labs), and licensing services. The aggregator platform provides lottery operators with access to more than 300 digital games from 24 partner studios through a single integration point, leveraging the company’s proprietary Remote Game Server (RGS) to speed up technical certification. EQL Labs creates proprietary content that incorporates licensed intellectual property and live-sports mechanics. The licensing division represents brands across all lottery verticals, from physical scratch-off tickets to digital eInstant games, enabling lotteries to enhance their portfolios with recognizable consumer brands.

Products and Platforms

- iLottery Aggregator: A platform that aggregates games from studios such as ReelPlay, Jelly Entertainment, and Present Creative, offering lotteries a single integration point for over 300 digital games. - EQL Labs: An internal innovation hub that develops proprietary draw games and eInstant titles, including live-sports-based games and licensed IP games. - Licensing Services: Represents brands across lottery verticals, allowing lotteries to offer branded scratch-off and digital games. - Win Place Show: The first U.S. draw game based on live horse racing, deployed through Kentucky Lottery in 2019/2020. - Remote Game Server (RGS): Proprietary technology enabling rapid certification and integration of third-party games with lottery systems.

Market Position and Partnerships

EQL Games has carved a niche in the government-regulated lottery industry by bridging retail and digital lottery experiences. As of 2025, the company has partnered with eight U.S. and international lotteries, including the Michigan Lottery, Arkansas Scholarship Lottery, and most recently a United Arab Emirates lottery system (announced June 2025), marking its first global expansion. The company also participates in the Scientific Games SG Content Hub partnership, which began in 2023. Key content partnerships with ReelPlay, Jelly Entertainment, and Present Creative have expanded its aggregator library.

Leadership and Team

The company is privately held with an estimated 11–50 employees (based on LinkedIn data). Key leadership includes founder and CEO Brad Cummings, COO Michelle Boice, and CTO Austin Mayberry, as confirmed on the company’s about page and press releases. No other C-level executives (e.g., CFO, CCO) have been publicly identified.