EquiLottery LLC is now offering its new innovative horse racing and lottery game, EquiLottery, which combines the excitement of live horse racing with lottery terminals across the world. At a time when both the racing and lottery industries are looking for ways to adapt to evolving marketplaces, EquiLottery produces non-traditional marketing opportunities and a unique gaming method to deliver new excitement to the lottery experience. Allowing lottery players to participate in the same wagering pools as horseplayers, this game promises to create dynamic payouts for lottery and horseplayers while keeping in line with the legislative and financial realities of international lottery corporations.
EquiLottery simplifies the process of participating in racetrack pari-mutuel pools by narrowing the experience to one race and one pool each day. Players will be invited to purchase a $2 quick pick ticket from their local lottery retailer for an exotic wagering pool connected to a pre-selected live race or series of races. These pools can be any multi-number opportunity offered at the racetrack, including, but not limited to, Trifectas, Superfectas, Super Hi-5s, and Pick 6s.
“Discovering the horse racing industry as a 30-something adult, I can relate to the steep learning curve it takes to understand this beautiful sport,” said Brad Cummings, who invented and patented the game and serves as President and CEO of EquiLottery LLC. “My initial goal was to increase the exposure of horse racing and develop new fans. EquiLottery certainly satisfies these criteria.”
With the first dollar going directly into the racetrack pari-mutuel pool, EquiLottery helps racetracks to realize a significant boost in handle. This increases profits through enhanced takeout revenues and engages a new audience with the racing product. Additionally, EquiLottery’s influence allows horseplayers an opportunity to find wagering value by raising payouts on combinations across the board, bringing an international focus to races integrated with the EquiLottery system. Revenue studies from leading lottery firm Gaming Laboratories International project significant revenue increases for races involved with EquiLottery, including a $97 million handle impact on the Kentucky Derby if played through EquiLottery across ten racing states, a nearly 80% increase on 2014 handle numbers.
“I have always felt there is tremendous potential for a concept incorporating horse racing and the lottery,” said former racetrack executive David Vance. “I applaud Brad Cummings for his big picture vision and his determination to fashion a plan that serves both industries.” Vance was the former President of Remington Park and actively pursued a national agenda for racing while serving as President of the Thoroughbred Racing Associations.
Cummings also pointed out that it is not enough for this patented gaming product to improve the future of horse racing. Lotteries also need ample incentive to incorporate new games into their corporate strategies. EquiLottery gives lotteries the flexibility to match their expected profits and covers anticipated expenses including marketing fees and vendor royalties.
“It’s important when we develop solutions to improve the racing product that we also understand the needs of our potential partners,” said Cummings. “EquiLottery is designed so that lotteries can implement this game without any fear of profit cannibalization.”
Horsemen, racetrack executives, lottery professionals and the general public are invited to visit www.EquiLottery.com or www.EquiLottery.ca to learn more about this exciting new game, including specific game structure, additional revenue projections and polling results. Visitors will also be able to learn how to bring EquiLottery to their state and share their support through multiple social media platforms and a “Get Involved” contact form.
About Brad Cummings
Currently living in Lexington, Kentucky, the heart of the horse racing industry, Brad Cummings has been a prominent player in the racing industry since 2008. As co-creator of the Paulick Report, the industry’s leading independent online news source, and recently serving as COO of PM Advertising, the world’s largest Thoroughbred ad agency, Cummings has built a proven track record of innovation and success. Beyond his business success, Cummings is also known for his rendition of the National Anthem at the 2012 Breeders’ Cup at Santa Anita Park.
Before entering the sport of horse racing, Cummings ran several statewide political campaigns and served as the chairman of the Jefferson County Republican Party in Louisville. Cummings can be found in the Courier-Journal as a regular political columnist writing every third Wednesday.