Churchill Downs Incorporated, the parent company of Churchill Downs Racetrack, has launched a new online gaming site called Luckity. According to its website, Luckity is like slots or the lottery, but a game you can play at home; it’s legal in the United States and licensed by the Oregon Racing Commission; and includes numbers games, draw games, jackpot games, quick picks, and more. The Luckity advertising video shows a woman pouring a tall glass of wine and settling in on the couch with her cat and her laptop, just before money begins to spew from the disc drive.
According to an article by Gregory A. Hall published on the Courier-Journal website, Ted Gay, president of Churchill Downs Interactive, said the target demographic of Luckity is women over 35 who enjoy slots, the lottery and social networking games, and that the Luckity target customer is more likely to attend night racing and bet casually on their favorite names or jockeys.
The games take advantage of a federal law that allows interstate wagering on horse racing. Game plays on Luckity.com are placed into wagering pools on one or more live horse races occurring all over the world. The specific wagering pool and race information, including track, race number, horse names, and current odds can be found in the “How to Win” and “Race Info” tabs located within the “Game Details” on each game. The results of game plays, including the cash prizes, are determined by the actual race results.