Ewings, the company behind the popular lottery operator Mahzooz, is gearing up for “exciting new ventures” after unexpectedly missing out on the United Arab Emirates’ first national lottery license. On July 28, the General Commercial Gaming Regulatory Authority (GCGRA) awarded the highly sought-after licence to The Game LLC, a relatively unknown entity that has yet to launch any products.
This decision was surprising given the strong competition from established operators Emirates Draw and Mahzooz. Both companies had suspended their operations from January 1st this year in anticipation of the application process. While Emirates Draw has remained silent on the outcome, Mahzooz’s parent company, Ewings, has hinted at promising future projects, ensuring more details will be revealed soon.
Despite the unexpected outcome, Ewings expressed gratitude towards their loyal customers for their patience and unwavering trust in Mahzooz. In a recent statement, the company encouraged their audience to stay tuned for upcoming announcements, signaling a positive outlook despite the setback.
Ewings’ head of communications, Suzan Kazzi, had previously told local media in February that they expected a decision by the end of Q1. However, the selection process extended until July, resulting in the GCGRA’s decision to grant the license to The Game. During this waiting period, Ewings maintained its workforce and focused on developing its products and internal systems to better position itself as the UAE’s lottery operator.
The delayed decision was certainly disappointing for Ewings, especially considering they kept their workforce at full capacity for seven months in anticipation of a positive outcome. However, the company has shown respect for the selection process and the government’s commitment to establishing high standards within the industry.
Ewings remained proactive during the suspension, engaging in customer research to better tailor Mahzooz’s offerings. This approach involved direct communication with customers to understand their needs and preferences, ensuring that Mahzooz remains aligned with consumer expectations.
Mahzooz initially launched in 2020 as Emirates Loto, offering collectible tickets featuring local landmarks. Although operations were paused just three months later, the brand relaunched as Mahzooz in 2021. Since then, it has conducted 161 live draws, creating 66 millionaires and awarding over AED500 million (£106m/€126m/$136m) to more than two million players.
Beyond its commercial success, Mahzooz has made significant contributions to various charitable causes in healthcare, education, and the environment. The operator has been a force for good in the UAE, supporting numerous philanthropic initiatives and demonstrating a strong commitment to social responsibility.
Currently, there is no timeline for when The Game will launch the UAE Lottery. The GCGRA has not provided further comments beyond the initial announcement. Meanwhile, Ewings remains focused on its new ventures, promising to deliver innovative and engaging experiences for its customers.
In conclusion, while the decision to award the UAE’s first national lottery license to The Game LLC was unexpected, Ewings is poised to continue its legacy of success and innovation. With a strong track record and a commitment to positive social impact, Mahzooz and Ewings are set to explore new opportunities and further solidify their presence in the region.
