The UAE Lottery, launched in November 2024 as the region’s first federally licensed platform, is attracting local and international attention. Operated by The Game LLC and regulated by the General Commercial Gaming Regulatory Authority, it combines engaging formats with responsible gameplay, drawing over 500,000 registered users in under a year.

According to Bishop Woosley, Director of Lottery Operations, the public response is beyond expectations. Nearly 60% of participants have won prizes, including three winners of AED 1 million and over 140 recipients of AED 100,000. Games like Pick 3, Marble Run, and Lucky Lagoon have proven that players are eager for interactive and culturally relevant formats tailored to the UAE’s entertainment landscape.

WLA Membership Reinforces Commitment to Global Standards

A major milestone in the UAE Lottery’s journey came with its recent acceptance into the World Lottery Association (WLA). This membership enhances the lottery’s credibility and aligns it with global best practices in security, integrity, and responsible gaming.

Through the WLA, The Game LLC gains access to a global network of more than 150 authorized lotteries and over 70 suppliers. Woosley noted that responsible gaming is central to their mission. It’s supported by initiatives such as the partnership with mental health platform Takalam. This collaboration promotes balanced play and mental well-being, while WLA’s standards further support advanced tools for risk management and player protection.

EQL Games Partnership Boosts Digital Strategy

The UAE Lottery’s partnership with EQL Games has played a critical role in accelerating its digital expansion. The multi-year agreement allows access to a variety of engaging digital games developed by EQL Labs and its network of over 20 studios.

Furthermore, EQL boasts tailored game mechanics and themes to suit UAE players, launching titles such as Marble Run and Lucky Lagoon with prize offerings up to AED 1.25 million. With integration completed in under 120 days, EQL’s responsiveness and proven track record with U.S. lotteries have made it an ideal partner. The collaboration supports the goal of maintaining a consistent release of relevant content for a growing digital audience.

Daily Draws and Future Expansions on the Horizon

The launch of Pick 3, the UAE Lottery’s first daily draw game, was a strategic response to player demand for more frequent play. With a low entry point and multiple prize tiers, the game has quickly gained popularity and widened the lottery’s appeal.

In addition, the UAE Lottery plans to expand its game portfolio to scratch cards priced between AED 5 and AED 50, retail operations, and a flagship Lucky Day draw. With a grand prize of AED 100 million and extra Lucky Chance IDs rewards, the lottery promises accessible entertainment rooted in operational integrity and cultural relevance.