The Evolution of Casual Gaming and MLM


Remember last year when internet gambling was effectively banned in the United States? This was a big hit to online casinos and lotteries, because they lost access to a market of over 200 million people. eLottery of the UK was one of these companies. They combined the concept of a lottery with multi-level marketing, but with this ban, they could no longer operate in the States. The management team didn’t go down without a fight, however. Instead, they came up with a product that skirts right around this issue altogether. That product is project e-play (

Building the Hype

When you visit the “Evolution is Coming” website, it doesn’t look like a lottery. If it wasn’t for the big bold font, I wouldn’t think that it was a way to make money online either. With dark backgrounds and a flaming red logo, it looks more like a site designed for hardcore gamers like Fatal1ty. But that’s not what e-play is about. Not exactly, anyways.

The bullet points are all about building hype. It tells you that the Internet is the world’s fastest-growing marketplace and invites you to “discover a market growing four times faster than the Internet.” It also creates a sense of urgency with a ticking clock, reminding you that registration to this insider information will close on July 14 (because the product launches on the 15th). What it doesn’t tell you is what exactly you’ll be doing to make these loads of money. Don’t worry, I dug and I found out.


Online Gaming + MLM = Massive Profit?

e-play works in almost exactly the same way as the eLottery described above. With eLottery, you subscribe to a weekly lottery that costs 5 British pounds (they’re based out of the UK). This would be almost the same as playing any other national lottery. The multi-level marketing part of the picture comes in when you refer other users to the service, as you reap in a 20% commission. Deeper levels give you 2-5% commission. In this way, if you recruit five users directly, you essentially play the lottery for free. Any new members beyond this five, and you generate residual income.

The key difference between e-play and the eLottery is that winning the latter completely depends on chance. The residual income isn’t based on chance, but winning the jackpot is. So, it’s gambling. With e-play, it is based on games of skill. From what I can gather, these are a variety of flash-based casual games similar to Bejeweled and the John Chow Kick Ass Game. You challenge other players and the top scorers win the dough. Because it’s based on skill, this makes e-play legal internationally. This is how the developers got around the legal issue.

Registration is Far Too Convoluted

In order to gain access to this “insider information”, I had to jump through several hoops and it was frustrating. Whereas signing up with any other company — like an ad network, for example — usually only takes a simple sign-up form, I had to get a guest login, register on the main page (couldn’t do it without a guest login), and then confirm that I wanted full access (in the email I received). And then the digging began: there were at least three videos to watch.

All in all, I received four emails; the whole thing could have been accomplished in one step. What exactly was the point of the guest login? Another part that bothered me was when I registered, it was obligatory to check the “please keep me updated with eVo information and alerts via email” box.

Here’s the Preview Information

The Evolution is Coming website is basically locked unless you’re logged into the system. You only have access to the homepage and the page to buy tickets to their launch event. Too bad the homepage tells you nothing about the product, requiring you to register to see anything else.


Thankfully for you, because you’re a reader of John Chow dot Com, I got the direct links to the 16-page PDFs that describe the whole shi-bang: Here are the lo-res and hi-res versions. They’ve also got a blog, but it’s basically useless.

Apparently eLottery was a fairly big success, because people that were going to play the lottery anyways got on board, expecting to play for free and earn some residual income. I know for a fact that the casual gaming industry is growing very quickly, so the e-play evolution might have a pretty good chance at success. They’ve taken an excellent first step, building buzz by ordering a review on John Chow dot Com.

From what I can gather, this is not a get rich quick scheme, despite all the tell-tale signs. You should also remember that you have to keep paying in to stay involved (I’m not sure how much, but if it’s similar to eLottery, then it’ll be around 5 GBP a week). The videos and homepage are one big sales pitch, but realistically, the residual income will be supplementary at best. That is, unless you win the jackpot (or you’re John Chow).

The Evolution is Coming.