Louisville-based Churchill Downs Inc. has revamped Luckity.com, its online gaming site.
Launched in October last year as a horse-racing game designed to capitalize on the popularity of online games, Luckity is now "all about the B-I-N-G-O!"
After a significant redesign investment, Luckity is now a "real money bingo site," with game outcomes dependent on the results of live horse racing, said Bill Mudd, Churchill chief financial officer.
Mudd told stock analysts, during a conference call Thursday morning on third-quarter earnings, that the relaunch occurred earlier this month.
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"We think it's a much improved product and plan to beginning to market in earnest later this quarter," Mudd said.
Here's how it works, according to Luckity.com: "Cash bingo game prizes and winners are determined by the outcomes of live horse races taking place worldwide. Each cash bingo card purchased is randomly associated with a specific horse in a specific race, much like a Lottery Quick Pick. When the horse wins, the associated bingo card displays a winning experience by covering the pattern and awarding the applicable cash prize!"