In less than a year since its launch, the UAE Lottery has captured regional and international attention as the first federally licensed lottery in the United Arab Emirates. Regulated by the General Commercial Gaming Regulatory Authority (GCGRA) and operated by The Game LLC, the UAE Lottery provides a secure and responsible platform for UAE residents to participate in draws, enjoy memorable lottery experiences, and support charitable initiatives throughout the country.
In this exclusive Q&A with Yogonet, Bishop Woosley, Director of Lottery Operations at The Game LLC, discusses the UAE Lottery’s early momentum, the significance of its recent World Lottery Association (WLA) membership, the strategy behind the newly launched Pick 3 daily draw, and how partnerships like the one with EQL Games are helping shape the future of digital lottery entertainment in the Gulf region.
Since launching in late 2024, how would you describe the initial public response to the UAE Lottery? What key insights or surprises have emerged during your first several months of operations?
The public response to the UAE Lottery has exceeded expectations. Since our official launch in November 2024, we’ve welcomed over 500,000 registrants, with nearly 60% of them taking home a prize of some kind. Notably, we’ve had 140 winners of AED 100,000 and three individuals win AED 1 million each.
These early milestones speak to the strong demand for a secure, responsible, and entertaining lottery experience in the UAE. Our growing player base and the success of innovative games like Pick 3, Marble Run, and Lucky Lagoon have affirmed that the market is ready for interactive and culturally relevant formats delivered with integrity.
The UAE Lottery was recently accepted as a member of the World Lottery Association. What does this milestone mean for the organization, and how will WLA membership influence your operational roadmap, especially around responsible gaming and security protocols?
Joining the World Lottery Association (WLA) marks a defining moment for The UAE Lottery and its operator, The Game LLC. As the first and only federally licensed lottery by the GCGRA in the Gulf region, this membership strengthens our global credibility and formally aligns us with internationally recognized standards in integrity, security, and responsible gaming.
WLA membership enables us to collaborate with over 150 authorized lotteries and 70+ associated suppliers worldwide, giving us access to proven best practices and a robust framework for innovation, regulatory alignment, and responsible operations. It also reinforces our long-term vision of building a secure, future-ready, and socially responsible lottery.
This milestone plays a pivotal role in shaping our operational roadmap. Responsible gaming is at the core of our mission. Through initiatives such as our partnership with Takalam, we’re actively promoting mental well-being, balanced play, and accessible support for players. The WLA’s standards will further enhance these efforts and help us deploy more advanced tools for player protection and risk management.
From combating illegal operators to strengthening security protocols, WLA affiliation ensures we are continuously evolving to meet the highest global benchmarks while delivering a world-class experience tailored to the cultural context and regulatory environment of the UAE.
EQL Games has become a notable partner in your digital expansion strategy. Can you walk us through how this collaboration came to life and how games like Marble Run and Lucky Lagoon are helping to shape your iLottery content direction?
Our strategic partnership with EQL Games is central to our vision of delivering a world-class iLottery experience. As the UAE’s only licensed operator under the GCGRA, we entered a multi-year agreement with EQL to access a robust pipeline of interactive digital games from both EQL Labs and their network of more than 20 partner studios.
What sets this partnership apart is EQL’s focus on relevance. They work closely with us to tailor game mechanics and themes to UAE players. Games like Marble Run and Lucky Lagoon introduce engaging, interactive experiences that combine fun with the chance to win prizes up to AED 1.25 million. EQL’s flexibility and speed support our goal to lead the evolution of digital lottery entertainment in the region.
What made EQL the right fit from the start was their proven track record. I personally worked with them previously in the U.S., where EQL successfully integrated with major state lotteries such as Michigan, Virginia, and Pennsylvania. That confidence, paired with their unmatched speed to market, as we integrated in just 90 to 120 days after signing, allowed us to launch compelling third-party content early and consistently.
This partnership supports our long-term strategy of delivering a steady cadence of fresh, player-centric digital games. As we build momentum in the UAE market, EQL helps us keep content engaging, relevant, and dynamic.
‘Pick 3’ is your first daily draw game, offering players multiple ways to win. What drove the decision to introduce a daily product at this stage, and how has player engagement been since its launch?
The launch of Pick 3 reflects our commitment to expanding player choice and enhancing daily engagement. Following the strong momentum built through our flagship weekly draws and digital games, we identified a clear appetite for a more frequent play format that could offer both excitement and variety within a regulated, responsible framework.
Pick 3 was designed to be simple, rewarding, and inclusive, with three distinct prize tiers and an entry point of just AED 5. The daily cadence enables players to engage regularly while still emphasizing operational transparency and responsible gaming practices.
Since its introduction, the response has exceeded expectations. Pick 3 has quickly emerged as a player favorite, driving strong daily participation, and broadening our appeal across different player profiles. It has also laid the foundation for future daily draw offerings as part of our strategy to deliver meaningful, recurring entertainment that meets the evolving preferences of our community.
Innovation seems to be a key pillar of your growth strategy. How do you balance offering fresh, engaging content—like interactive digital games—with the core principles of operational integrity and cultural relevance in the UAE?
Innovation drives our growth, but it’s always balanced with responsibility, regulatory alignment, and cultural awareness. The UAE’s regulatory framework, under the GCGRA, is designed to enable thoughtful, phased growth, one that prioritizes transparency, compliance, and player protection.
We’ve brought in global talent and adopted lessons from leading lotteries worldwide while tailoring everything to the local context. Whether it’s digital games, retail expansion, or draw formats, our focus is on creating secure, culturally aligned experiences that reflect the values of the UAE while keeping players excited and engaged.
At the same time, we recognize that players today are constantly seeking new experiences. To keep them engaged and to keep earning their trust and attention, we need to deliver consistently fresh and compelling content. That means developing innovative products that not only entertain but also respond to local preferences and seasonal behavior. It’s this balance of creativity and cultural sensitivity that defines our approach to long-term, sustainable innovation.
Looking ahead, can you give our readers a hint of what’s coming next for the UAE Lottery? Are there plans to expand the game portfolio further, either with new draw formats or additional partnerships?
Absolutely. We have a robust pipeline of new offerings. Alongside our daily Pick 3 draw, we’re also planning to expand our retail presence, both corporate and independent, to increase nationwide accessibility.
Digitally, we’ll continue working with EQL Games to roll out more interactive games and physical scratch cards ranging from AED 5 to AED 50. We’re also enhancing our flagship Lucky Day draw, which offers a grand prize of AED 100 million, with 7 guaranteed winners of AED 100,000 each through Lucky Chance IDs. Our focus is on keeping the experience fresh, rewarding, and inclusive, while remaining grounded in operational excellence.