Churchill relaunches as bingo site

Louisville-based Churchill Downs Inc. has revamped, 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.

"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 "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!"