Alchemy3
Alchemy3 is a North American B2B marketing services firm that connects state and provincial lotteries with consumer brand licensors to deliver branded scratch, draw, keno, and iLottery games, loyalty platforms, and experiential prize programs across the U.S. and Canada.
- Company typePrivate
- Founded2007
- HeadquartersRoswell, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Alchemy3 does
Alchemy3 is a privately held B2B marketing services company founded in 2007 and headquartered in Alpharetta, Georgia, with an additional office in Roswell. The company operates exclusively in the U.S. and Canadian lottery sector, serving state and provincial government lottery organizations through a sales-led GTM motion executed by dedicated Account Directors. Its core function is to act as an intermediary between consumer brand licensors and lotteries, packaging licensed brand IP into scratch tickets, draw games, keno, iLottery products, second-chance promotions, and experiential prize programs. The company reports having driven over $2 billion in cumulative client lottery game sales over its 15+ year history and employs lottery-industry veterans including CEO Paul Guziel (33+ years), VP Operations Pete Donahue (30+ years), and a creative leadership team with prior museum, film, and game-studio backgrounds.
Alchemy3's product surface is organized into three pillars: (1) Licensed branded games built around a portfolio of more than 15 consumer brands including Atari, MGM Resorts (Bellagio, Mandalay Bay, Luxor), Billboard properties, Bass Pro Shops and Cabela's, Hard Rock Hotels, Space Invaders, Wham-O, Royal Caribbean, Airstream, Let's Make A Deal, Legends of Lucha Libre, The Home Depot, Polaris, and Money Hungry; (2) Proprietary digital solutions including the LEAFS (Licensing Electronic Asset File System) browser-based workflow platform that manages branded game development from concept to licensor approval, the Collect 'N Win loyalty and second-chance platform with 100+ million ticket entries across multiple jurisdictions, the MobileCAT barcode-scanning mobile utility, and interactive HTML5 games such as Fantasy Blackjack, Dogs Playing Poker, Skee-Ball, Connect Fourtune, and Cornhole Cash; (3) Experiential promotional programs including Power Cruise (chartered cruise promotions across 26 then 23 lotteries), The Big Spin, Texas Lottery Ca$h Adventure, and the Space Perspective edge-of-space prize.
The revenue model combines licensing and royalty income from brand owners for use of their IP in lottery products, plus professional services revenue from lotteries covering game design, brand integration, web and mobile development, social media engagement, drawing and fulfillment services, and loyalty platform deployment. Pricing is quote-based and not publicly disclosed. Distribution is direct to government lottery clients, supplemented by a strategic distribution partnership with Pollard Banknote Limited for game manufacturing and rollout. The company is founder/management-owned, with no disclosed institutional investors, no funding rounds, and no parent company.
Alchemy3 firmographics
Firmographics- Name
- Alchemy3
- Legal name
- Alchemy3, LLC
- Website
- https://alchemy3.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Alchemy3 is a North American B2B marketing services firm that connects state and provincial lotteries with consumer brand licensors to deliver branded scratch, draw, keno, and iLottery games, loyalty platforms, and experiential prize programs across the U.S. and Canada.
- Ownership category
- akta.pro rank
Alchemy3 industry classification
Industry- Product category
- Lottery Marketing Services
- NAICS
- Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (45942)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Lottery Operators (Government & Private Licensed) (MPAEAFAA)
- akta.pro secondary industries
- Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD), Sweepstakes, Contests & Giveaway Administration (BPAFAMAD)
Keywords
Where Alchemy3 is headquartered
LocationHeadquarters
- HQ city
- Roswell
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Alchemy3 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Licensing and Brand Integration Services: Alchemy3 provides licensed brands to lotteries for use in scratch tickets, draw games, keno, and iLottery products. Revenue is generated through licensing agreements with brand owners and service fees from lotteries for game design, brand integration, and promotional support.
- Professional Services: Drawing and fulfillment services, web design, mobile app development, social media engagement, and loyalty solutions. Services span the entire life of a game from concept through execution.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Alchemy3 product offering
Product offeringCore offering
Alchemy3 pairs state and provincial lotteries with major licensed consumer brands to design and deliver branded scratch tickets, draw games, keno, and iLottery products. The company provides end-to-end services spanning game concept, brand licensing, art and ticket design, digital engagement tools (LEAFS, Collect 'N Win, MobileCAT), and fulfillment of experiential prize programs such as cruises, Vegas resort packages, and space flights.
Product overview
Alchemy3 is a lottery marketing services company offering a portfolio of licensed branded lottery games, proprietary digital solutions, and promotional programs. The core offering includes LEAFS, a proprietary browser-based licensing asset management platform for game development. The product portfolio spans multiple categories: (1) Licensed branded games including Atari, Space Invaders, MGM Resorts, Bass Pro Shops, Cabela's, Hard Rock Hotels, Wham-O, Billboard brands, Let's Make a Deal, Legends of Lucha Libre, and Royal Caribbean; (2) Digital solutions including Collect 'N Win loyalty platform, Fantasy Blackjack, Dogs Playing Poker, Skee-Ball, Connect Fourtune, and Cornhole Cash interactive games; (3) Promotional programs including Power Cruise, The Big Spin, and Texas Lottery Ca$h Adventure experiential events; (4) Mobile applications including MobileCAT barcode scanning utility and Collect 'N Win mobile app. The company connects state lotteries with consumer brands to generate over $2 billion in lottery game sales.
Differentiator
Problem solved
Functional benefit
Brands
- LEAFS: Licensing Electronic Asset File System - A proprietary browser-based application for managing lottery game development from concept stage through approval, including brand-usage guidelines, artwork, and ticket design.
- Collect 'N Win
- MobileCAT
- Fast Play
Products and services
- LEAFS (Licensing Electronic Asset File System) Proprietary browser-based application that manages the lottery game development process from concept through approval, including brand-usage guidelines, artwork, and ticket design with collaborative licensor review. Sold to state lottery clients as a workflow platform.
- Collect 'N Win Proprietary second-chance loyalty platform that rewards lottery play, promotes incremental spend, and is configurable to client specifications; over 100 million tickets have been entered across multiple state lottery jurisdictions.
- Collect 'N Win Mobile Application Mobile app for collecting symbols by scanning unique barcodes on eligible lottery game tickets, available on iTunes and Google Play for entry into Collect 'N Win drawings.
- MobileCAT All-in-one lottery utility application with Check-A-Ticket barcode scanning that allows players to scan 2D barcodes on tickets, store ticket records, query a remote database for results, and receive push notifications for winning outcomes.
- Atari Branded Lottery Games Licensed lottery game portfolio featuring Atari's classic titles including Pong, Breakout, Asteroids, Centipede, and Missile Command, deployed across scratch tickets, draw games, keno, and iLottery in North America.
- Space Invaders Branded Lottery Games Lottery promotions built around the Space Invaders arcade brand, including scratch tickets, draw games, and interactive extended-play executions for state lottery clients.
- MGM Resorts Branded Lottery Games Casino and entertainment brand portfolio including Bellagio, MGM Grand, Luxor, Mandalay Bay, Excalibur, and Park MGM for lottery game themes, prizes, and promotional executions.
- Bass Pro Shops and Cabela's Branded Lottery Games Outdoor and conservation brand portfolio offering gift cards, ATVs, boats, and Signature Outdoor Adventures as lottery prize options across scratch tickets, draw games, keno, and iLottery.
- The Home Depot Branded Lottery Games Home improvement retail brand lottery programs offering makeover prizes, gift cards, and room or home makeover promotions with event and publicity extensions for state lotteries.
- Hard Rock Hotels Lottery Program All-inclusive Hard Rock music-infused resort prize destinations in Cancun, Punta Cana, Vallarta, Riviera Maya, and Los Cabos offered as experiential lottery prizes.
- Bellagio Lottery Program Premium Vegas casino experience lottery prizes featuring the Bellagio brand, part of the broader MGM Resorts portfolio offering.
- Money Hungry Dining-themed lottery program with prize options including Outback Steakhouse, Bonefish Grill, Carrabba's, Fleming's, GrubHub, Bubba Gump, Morton's, and McCormick & Schmick's.
- Legends of Lucha Libre Lottery Program Lucha libre wrestling brand lottery program featuring iconic luchadores including L.A. Park, Tinieblas Jr., Solar, and Ultimo Dragon, delivered across scratch tickets, draw games, keno, and iLottery.
- Airstream Lottery Program Lottery program featuring Airstream luxury travel trailer prizes, leveraging the iconic aluminum trailer brand to represent craftsmanship and travel lifestyle.
- Let's Make A Deal Lottery Program Omni-channel lottery program based on the Let's Make A Deal game show brand, reaching 2.77 million daily viewers, available across scratch, draw, fast-play, and iLottery channels.
- Royal Caribbean Lottery Program VIP cruise prize lottery program featuring Royal Caribbean, including shipboard activities such as skydiving simulators, North Star observation, and sports complex experiences.
- Wham-O Lottery Program Active play brand lottery program featuring Wham-O sub-brands including Frisbee, Hula Hoop, Super Ball, and Hacky Sack, deployed across scratch tickets and promotions.
- Zoltar Lottery Program Lottery program featuring the Zoltar iconic animatronic fortune teller brand for scratch tickets, iLottery, and experiential promotions.
- Polaris Lottery Program Off-road vehicles and snowmobiles brand lottery program offering experiential prizes targeting younger consumers seeking lifestyle components in lottery games.
- Billboard Music Awards Lottery Program Lottery program offering VIP experiences and front-row promotional prizes around the annual Billboard Music Awards in Las Vegas.
- Billboard R&B Hip-Hop Week Lottery Program Multi-day R&B/Hip-Hop music celebration lottery program offering insider passes, exclusive event access, and travel prizes to music-rich cities.
- Billboard The Stage at SXSW Lottery Program Lottery program featuring Billboard The Stage at SXSW for exclusive trip packages, VIP experiences, and behind-the-scenes access at the Austin festival.
- Billboard Latin Music Week Lottery Program Annual Billboard Latin Music Week lottery program in Miami featuring cross-cultural experiences and trip packages for state lottery winners.
- Skee-Ball Classic Skee-Ball arcade brand lottery program delivering triple-digit indexing games with an interactive HTML5 game, Keno skins, and Fast Play executions for cross-play opportunities.
- Connect Fourtune Proprietary word-matching lottery game built around elegant mechanics without skill-based elements, available as Fast Play and iLottery products.
- Power Cruise National Powerball promotion featuring chartered 5-night cruises with onboard prizes and private concerts; Power Cruise I had 26 participating lotteries and 900+ winners, and Power Cruise II had 23 lotteries and 750+ winners.
- The Big Spin Live event lottery promotion where winners spin a giant money wheel for prizes up to $250,000, including VIP experience logistics and on-site event management.
- Texas Lottery Ca$h Adventure Experiential Texas Lottery promotion featuring VIP concert experiences at Austin City Limits with artists including Pat Green and Brad Paisley, delivered in partnership with Pollard Banknote Limited.
- Space Perspective Cash Adventure Promotion Second-chance prize promotion where Texas Lottery winners are sent to the edge of space aboard Space Perspective's Spaceship Neptune; connected to the $1,000,000 Cash Blast scratch ticket game.
- MGM Resorts Promotions Experiential MGM Resorts lottery promotions with customized value propositions allowing winners to redeem credits for food, beverages, shopping, spa packages, and shows at any participating resort.
- Dogs Playing Poker Interactive poker or blackjack digital game for lotteries, combined with C.M. Coolidge's classic Dogs Playing Poker artwork, featuring avatar selection, chat, virtual gifts, and achievement tracking.
- Fantasy Blackjack Online lottery gaming community with mobile and web-based blackjack gameplay, offering social login via Facebook and Twitter accounts and a dedicated lottery registration option.
- Cornhole Cash Backyard and tailgating cornhole-themed lottery program with instant products and an interactive HTML5 game for summer lottery promotions.
- Ultimate Online Shopping Spree Shopping-themed lottery program offering electronic gift card prizes from over 200 merchants via Tango Card, redeemable instantly online or at retail.
- Fast Play Terminal-generated lottery games that offer cross-play opportunities and instant results, used as a distribution format for branded game content such as Connect Fourtune and Skee-Ball.
Quantifiable outcome
- Over $2 billion in lottery game sales generated for clients over 15+ years
- +3 more outcomes
Companies that use Alchemy3
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Alchemy3 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
Alchemy3 partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, flagship, strategic and supporting.
- AtaricoreLicensing agreement with Atari to expand branded lottery content across North America, including scratch tickets, digital, and iLottery games. Leverages Atari's nostalgic brands like Asteroids, Centipede, and Missile Command to differentiate lottery game portfolios and attract new players.
- Space PerspectiveflagshipPartnership to send winners to the edge of space aboard Spaceship Neptune as second-chance prizes. The Texas Lottery became the first lottery in the world to offer flights on Space Perspective's Spaceship Neptune, creating unprecedented experiential prizes.
- Masked RepubliccorePartnership to deliver Legends of Lucha Libre lottery program featuring iconic luchadores including L.A. Park, Tinieblas Jr., and Ultimo Dragon. Program spans scratch tickets, draw games, keno, and iLottery.
- BillboardcoreExclusive partnership providing access to Billboard Music Awards, Billboard Latin Music Week, Billboard Women in Music, and Billboard The Stage at SXSW for lottery promotions and experiential prize programs.
- AtaricoreLicensing partnership for Atari's portfolio of classic gaming brands including Pong, Breakout, Asteroids, Centipede, and Missile Command for use in lottery games across all verticals.
- Bass Pro Shops and Cabela'scorePartnership with North America's premier outdoor and conservation companies. Brands help more than 200 million people create outdoor memories. Games have launched in over a dozen jurisdictions with flexible brand utilization across multiple products.
- Hard Rock HotelscorePartnership to offer destination experiences at Hard Rock all-inclusive resorts in Cancun, Punta Cana, Vallarta, Riviera Maya, and Los Cabos. Winners enjoy classic rock and roll style with contemporary amenities.
- MGM ResortscorePartnership with global entertainment brand featuring best-in-class hotels and casinos. Properties include Bellagio, MGM Grand, Luxor, Mandalay Bay, Excalibur, and Park MGM for premium Vegas experience prizes.
- Pollard Banknote LimitedstrategicStrategic partnership for lottery game development and distribution. TEXAS LOTTERY CA$H ADVENTURE was brought to the Texas Lottery by Alchemy3 in partnership with Pollard Banknote Limited.
- Tango CardsupportingTechnology partnership for the Ultimate Online Shopping Spree program, providing electronic gift card prizes from over 200 merchants redeemable instantly online or at retail.
- AEG LivecorePartnership with leading sports and entertainment company for live entertainment prizes. AEG manages over 120 venues globally and produces major music festivals including Coachella, Hangout Fest, and New Orleans Jazz Festival.
- BellagiocoreLicensing of Bellagio brand for lottery prize programs. Part of MGM Resorts portfolio offering premium Vegas casino experiences.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Alchemy3 competitors and assessment
Company assessmentBroad incumbents
- IGT (International Game Technology): IGT operates one of the largest lottery technology footprints in North America, providing systems, retail solutions, iLottery, and instant products. It is an established incumbent that competes for the same state-lottery wallet that Alchemy3 addresses through promotional services.
- Light & Wonder (formerly Scientific Games): Light & Wonder is the broad incumbent in the North American lottery ecosystem, providing gaming systems, instant products, iLottery platforms, and related services across the value chain — directly competitive with Alchemy3 in the instant-ticket and promotional services layer.
Emerging players
- NeoGames: NeoGames provides iLottery turnkey solutions, content, and platforms to lotteries globally — overlapping with Alchemy3's digital/iLottery solutions layer (Collect 'N Win, MobileCAT) and increasingly relevant as iLottery expands.
- Tap Projects: Tap Projects builds mobile and digital engagement platforms (second-chance, loyalty, ticket-scanning) for lottery clients — overlapping with Alchemy3's MobileCAT and Collect 'N Win product set.
- EQL Games: EQL Games develops digital lottery games and instant-win content for state lotteries — directly comparable to Alchemy3's digital solutions (Connect Fourtune, Skee-Ball, Cornhole Cash) targeting iLottery and Fast Play channels.
- Jackpocket (Lot.com): Jackpocket operates a third-party lottery courier app in the U.S., addressing lottery player engagement via mobile. It competes indirectly with Alchemy3 for consumer-facing lottery digital engagement, though it sits in the courier rather than vendor-to-lottery layer.
Direct peers
- MDI Entertainment: MDI Entertainment provides licensed-brand scratch ticket concepts and promotional games to lotteries — a directly comparable business model to Alchemy3's branded lottery games portfolio (Atari, MGM, Billboard, etc.).
- Pollard Banknote: Pollard Banknote is a direct peer — it designs and manufactures instant-win scratch tickets and runs branded lottery games for North American lotteries (including the TEXAS LOTTERY CA$H ADVENTURE partnership with Alchemy3). Both companies compete for branded game development contracts with state lottery clients.
- Carmanah Signs: Carmanah Signs supplies licensed-brand signage, instant tickets, and promotional games to North American lotteries. It overlaps with Alchemy3 in providing branded content and scratch-game programs to state lottery clients.
Regional players
- Intralot: Intralot is a global lottery systems and solutions provider with strong European/emerging-market footprint but limited North American presence — adjacent to Alchemy3's lottery services business and a potential international expansion analog.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Alchemy3 social profiles
Digital presenceAlchemy3 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alchemy3 leadership team
Management profileNumber of profiles
Profiles17 records
Alchemy3 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alchemy3 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alchemy3
What does Alchemy3 do?
Alchemy3 pairs state and provincial lotteries with major licensed consumer brands to design and deliver branded scratch tickets, draw games, keno, and iLottery products. The company provides end-to-end services spanning game concept, brand licensing, art and ticket design, digital engagement tools (LEAFS, Collect 'N Win, MobileCAT), and fulfillment of experiential prize programs such as cruises, Vegas resort packages, and space flights.
Is Alchemy3 a public or private company?
Alchemy3 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alchemy3 founded?
Alchemy3 was founded in 2007. It employs 11 to 50 people.
Where is Alchemy3 based?
Alchemy3 is headquartered in Roswell, United States, in the North America region.
How does Alchemy3 make money?
Two revenue lines are on record. Licensing and Brand Integration Services are the primary driver. The others are professional Services.
Who are Alchemy3's main competitors?
Broad incumbents on record are IGT (International Game Technology) and Light & Wonder (formerly Scientific Games). Emerging players are NeoGames, Tap Projects, EQL Games and Jackpocket (Lot.com). Direct peers are MDI Entertainment, Pollard Banknote and Carmanah Signs. Intralot is listed as a regional player.
Does Alchemy3 have an API?
No public API is recorded for Alchemy3.
What industry is Alchemy3 in?
Alchemy3's product category is Lottery Marketing Services. Its primary akta.pro industry code is MPAEAFAA, Lottery Operators (Government & Private Licensed), with a secondary code of MPAEAFAD, Digital Lottery & iLottery Platforms (Web/App). Its NAICS code is 45912 and its SIC code is 5945.