Boutique games studio Pixiu Gaming is now part of Scientific Games' new SG Content Hub, the latest phase of collaboration between the studio and the iLottery games developer. As part of the deal, Pixiu's unique library of fun, player-led games becomes part of the hub's expanding collection, including global studios and in-house SG Studios and Scientific Games.
Key Takeaways
- Pixiu Gaming has partnered with Scientific Games to join its SG Content Hub.
- Under the agreement, Pixiu will develop iLottery Monopoly and Battleship-branded games.
- Pixiu is a London-based studio specializing in Keno games.
The London-based Pixiu made a name for itself by creating original gaming products for regulated North American marketplaces. The studio will now develop Monopoly and Battleship-branded iLottery games under the exclusive Hasbro license for Scientific Games, turning the SG Content Hub into a home for premium-branded content yet again.
The partnership emphasizes expanding digital lottery offerings with familiar branding and innovative new gameplay. Monopoly continues to dominate the iLottery sector, with 33 lotteries globally offering Monopoly games in 2025 and generating over $2 billion in combined retail and digital sales. Pixiu's future offerings will follow this achievement with new designs to attract both existing and new lottery players.
Scientific Games, which recently launched its AI-driven engine GameChoice to enhance the lottery experience, announced in a statement that through the collaboration, the company hopes to solidify its shift towards diversification and extension of depth within the library of contents, giving the option in play mechanisms and play styles in a bid to cater to evolving player needs within jurisdictions worldwide.
DC Lottery expands through SG content hub integration
Scientific Games has also announced the renewal of its existing long-term agreement with the DC Lottery, coinciding with the launch of the Content Hub in Washington, D.C., which provides residents with access to over 250 iLottery games. It contains games from SG Game Studios, including games from leading licensed brands, broadening the digital offerings of Lottery content.
The DC Lottery and Scientific Games have been business partners for over three decades since the Lottery started in 1982. Throughout this time, their partnership has launched traditional Scratchers and, more recently, eInstant games.
The DC Lottery has paid back more than $2.4 billion to the city's General Fund since its operations began and has awarded $4.8 billion in winnings. It has also donated almost $140 million to nonprofit organizations through numerous aid programs.
With the SG Content Hub now live in the district, players can access games like "Mayhem Madness," while upcoming releases, including "Candy Coated Cash" and "Witchy Wins," are scheduled for later in the year.
State lottery officials explained that the decision to incorporate games from the SG Content Hub aligns with its ambitions for sustainable, long-term growth and funding of social and public causes. It also fits Scientific Games' overall approach to rolling out its digital portfolio in regulated jurisdictions in North America.
