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Building a modern lottery powerhouse: UAE¡¯s journey through Bishop Woosley¡¯s lens
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The UAE¡¯s entry into regulated lottery operations has quickly positioned it as a market to watch. Since licensing its first operator, The Game, under the General Commercial Gaming Regulatory Authority (GCGRA) in 2024, the country has moved steadily to build a secure, scalable, and internationally benchmarked lottery ecosystem.
With a growing player base, successful digital launches, and the introduction of major content partners like EQL Games, Scientific Games, and Fennica Gaming, the UAE is making it clear that this isn¡¯t just a local experiment¡ªit¡¯s a long-term strategy. At the same time, cultural sensitivity, responsible gaming, and localisation remain central to how the industry is being shaped.
To understand how the UAE Lottery is evolving on the ground, SiGMA World spoke with Bishop Woosley, Director of Lottery Operations at The Game. In this exclusive interview, he shares insights into player response, future expansion plans, and what it takes to operate in one of the most closely observed gaming markets in the world.
SiGMA World: The UAE has now licensed both lottery and land-based operators under the GCGRA. What¡¯s your assessment of how the regulatory framework has evolved since The Game received the first licence in 2024?
Bishop Woosley, Director of Lottery Operations, The Game: The regulatory landscape has evolved since The Game received the first licence in 2024. What we¡¯ve seen is continued support by the GCGRA to establish and build a robust, transparent, and globally benchmarked framework one that supports innovation while prioritising player protection and operational integrity.
The introduction of additional licences reflects a measured and phased approach to developing the commercial gaming in the UAE and signals growing confidence in the sector¡¯s potential and in the UAE¡¯s ability to regulate it responsibly.
For The Game, we’re proud to be operating in a market that is rigorous in its regulation, open to responsible growth, and aligned with international best practices.
SiGMA World: Since the launch of The UAE Lottery, how would you describe the revenue performance so far. Has it exceeded expectations, or are you still in a growth and optimisation phase?
Woosley: The response to The UAE Lottery has been overwhelmingly positive, with strong interest in engaging in our games. Since our launch, we¡¯ve welcomed over half a million registered users and recorded over 200,000 winners across our lottery games and Lucky Day draws, a strong indication of our performance to date.
We also celebrated 130 winners who each claimed AED 100,000, and the awarded three AED 1 million prize winners. We¡¯ve successfully completed 14 draws and have seen immediate traction on our recently launched Pick 3 daily draw, as well as Marble Run and Lucky Lagoon iLottery games which we recently launched as part of our partnership with EQL Games.
While we¡¯re still in a growth phase, these early results have met, and in many areas exceeded our expectations. With more product launches and exciting updates on the horizon, we are excited about what¡¯s ahead and focused on delivering even more value to players across the UAE.
SiGMA World: What¡¯s the roadmap for bringing UAE Lottery ticket sales to retail outlets like supermarkets and fuel stations, and how will this shift impact revenue and player engagement?
Woosley: We¡¯re actively exploring all options to ensure we deliver an iconic, world-class and interactive gaming experience.
Our next phase of growth is focused on expanding both availability and accessibility of , helping us reach new player segments and engage more players who may not be active online. Expanding into retail is a key part of that strategy. We do have plans to launch retail operations, including potential partnerships with retail outlets across the UAE. It¡¯s also an important step in driving incremental revenue and brand visibility. While we¡¯re still finalising our rollout strategy, we¡¯ll be sharing more updates in due course. What¡¯s clear is that retail will play a meaningful role in the next chapter of The UAE Lottery¡¯s growth story.
SiGMA World: How has public sentiment evolved since the lottery¡¯s soft launch? Have cultural sensitivities shaped how you promote or communicate the offering?
Woosley: Public sentiment has been largely positive since our launch. There¡¯s a clear sense of excitement around having a safe, regulated lottery offering, one that¡¯s transparent, responsible, and aligned with high GCGRA standards. We¡¯ve seen strong engagement from day one, which is evident by our increasing player base of over half a million registered players, and we anticipate that interest will only continue to grow as we expand our games and channels.
The UAE¡¯s international population base is one of its greatest strengths. It gives us a unique opportunity to engage with players from different backgrounds and introduce a lottery experience that is both inclusive and locally relevant. Every aspect of our games has been carefully designed, making them relatable to all our players.
SiGMA World: What lessons from other lottery markets¡ªlike the US, Finland, or Sweden¡ªhave been most relevant in shaping The UAE Lottery?
Woosley: As the youngest lottery in the world, we¡¯ve had the unique advantage of building and drawing lessons from some of the most established lotteries globally, including the US, Finland, and Sweden. We¡¯ve studied what drives long-term engagement, trust, and responsible growth, and then tailored those insights to the UAE¡¯s unique regulatory and cultural context.
We¡¯ve also brought in talent with deep experience across these international markets to help shape a lottery that is secure, responsible, compliant, and competitive. What sets The UAE Lottery apart is how we¡¯ve integrated these foundations with advanced technologies, and digitisation to deliver an iconic and unique experience, and the first in the region.
SiGMA World: What role does localisation play in designing games for the UAE market?
Woosley: Localisation is central to how we design games at The UAE Lottery. With a population as diverse as the UAE¡¯s, we always look for opportunities to create games that are relatable, engaging and culturally relevant. This is reflected in everything from naming conventions of our Scratch cards – Oasis Bonanza, Copper Cups, Mega Sails, and Golden 7, to the balance of Arabic and English across our platforms. By understanding our players¡¯ preferences and interests, we aim to deliver experiences that truly resonate and foster a strong sense of connection and enjoyment.
SiGMA World: With EQL Games becoming the exclusive third-party content provider and launching games like Marble Run and Lucky Lagoon, what was the strategic thinking behind this partnership?
Woosley: Our partnership with EQL Games is a strategic move to accelerate the introduction of new games to our digital offering and deliver a world-class iLottery experience that resonates with today¡¯s players. As the third-party content provider, EQL gives us access to a rich pipeline of high-quality digital games, both from its in-house EQL Labs and a network of over 20 partner studios.
But for us at The Game, it¡¯s not just about volume, it¡¯s about relevance. EQL¡¯s ability to tailor game mechanics and themes to the preferences of UAE players makes this a successful venture for us. Games like Marble Run and Lucky Lagoon introduce entirely new formats that combine interactivity, fun, and the chance to win big, up to AED 1.25 million.
We believe that this partnership will allow us to shape the future of digital and interactive lottery experiences in the UAE. EQL¡¯s speed, flexibility, and focus on localisation allow us to innovate with confidence.
SiGMA World: What does the entry of vendors like Fennica Gaming, Scientific Games, and Random State signal about the kind of ecosystem The UAE Lottery is trying to build?
Woosley: The entry of globally recognised vendors demonstrates our commitment to building a best-in-class lottery ecosystem. We¡¯re working with the most trusted and proven partners in the industry to ensure we bring the highest quality, most secure, safe and engaging lottery experiences to players in the UAE.
These partnerships signal our intent to align with international benchmarks, drawing on deep expertise in game design, compliance, and platform innovation. All vendors are licensed by the GCGRA, which is responsible for overseeing and enabling a regulated, high-integrity gaming ecosystem in the UAE. By combining the strengths of these global leaders with our local insights and digital-first approach, we¡¯re creating a modern, scalable, and responsible gaming experience to ensure long-term success.
SiGMA World: Are there any key criteria or capabilities that you look for when evaluating future third-party content suppliers?
Woosley: Yes, we apply a clear set of criteria when evaluating future third-party content suppliers. We evaluate the quality and uniqueness of the content to ensure that the games are engaging and designed to deliver a fun and seamless experience across digital platforms.
We also prioritise partnerships with vendors who can allow us to co-develop themes, language, and game mechanics that will resonate with a local audience. Last but not least, a commitment to responsible gaming standards is front and center. All suppliers must also meet the licensing and compliance standards set forth by the GCGRA. Ultimately, we¡¯re looking for partners who can help us innovate while staying aligned with our values and the expectations of UAE players.
SiGMA World: Wynn Al Marjan Island remains the only licensed land-based integrated resort operator. Do you foresee future collaborations or synergies between The UAE Lottery and upcoming IRs or 바카ë¼s in terms of promotions, player journeys, or loyalty programs?
Woosley: The Game is always open to exploring opportunities to collaborate and enhance our player experience and support our mission to offer fun, engaging, and responsible lottery entertainment.
SiGMA World: What measures are in place to ensure responsible gaming, especially as the platform expands its game variety and access points?
Woosley: Responsible Gaming is central to our strategy and our efforts to address underlying issues linked to gaming challenges. Our long-term vision is to set regional benchmarks for responsible gaming practices by continuously enhancing tools and support systems.
We prioritise player welfare and education by fostering a safe, inclusive environment aligned with cultural nuances. An example of that is our partnership with Takalam, which allows us to educate and promote balanced and responsible gaming experiences and offers players access to personalised mental health support, comprehensive resources, and confidential guidance, promoting informed decision-making and player well-being.
We understand that while gaming can be an enjoyable experience, some players may not have safeguards or the ability to control and address excessive gaming patterns. By working with Takalam, we can offer access to valuable resources that can help participants who may experience any challenges and provide the counsel they need.
SiGMA World: As you look toward 2026, what are your top priorities for The UAE Lottery in terms of expansion, player growth, and industry leadership?
Woosley: Over the next few years, we anticipate that the UAE commercial gaming market will evolve into a highly regulated, responsible, and strategically positioned global hub for gaming and entertainment. Over the next ten years, we expect to see:
- A strong regulatory framework ensuring that all gaming activities align with international best practices in compliance, security, and consumer protection.
- A focus on technology-driven innovation, including responsible gaming tools, and enhanced customer experiences.
We have exciting plans at The UAE Lottery and hope to expand by introducing new gaming formats, introducing physical scratch cards at points of sale, and are actively looking at ways to keep player engagement and interests high. In addition, we are planning for both corporate and independent retail expansion to broaden our network and increase accessibility for players across the country.
The world¡¯s fastest-growing iGaming market meets in Colombo, 30 Nov ¨C 02 Dec 2025. SiGMA South Asia unites over 5,000 delegates, 150+ speakers, and 850+ affiliates in the heart of a $7.5 billion market. This is where global operators connect with real opportunity. Don¡¯t miss it.
