Scientific Games has launched GameChoice, an advanced lottery recommendation engine designed to enhance the player experience through AI and SG analytics. It offers personalized suggestions at self-service machines, making it easier for players to find new games.
Key Takeaways
- Scientific Games launched GameChoice, an AI-driven recommendation engine that helps lottery players discover new games at self-service machines.
- In its early rollout, GameChoice has already boosted sales, generating $9.8 million in the first month.
- GameChoice continuously improves recommendations to increase engagement and support vital public funding programs.
In nearly 10,000 US lottery vending machines, GameChoice has increased cross-portfolio sales by promoting the purchase of scratch and draw games, such as SLINGO. In its first month alone, it generated recommendations in over nine million baskets, resulting in approximately $9.8 million in sales, an estimated $280,000 daily, and $105 million annually.
GameChoice constantly improves through SG Analytics. Its recommendations become increasingly relevant over time, which enhances player engagement. Research indicates that many players tend to stick to familiar games. GameChoice aims to change this by surfacing tailored alternatives that widen their choices.
“We developed GameChoice to modernize the lottery experience and meet evolving consumer expectations. By expanding player engagement and boosting game sales, GameChoice helps sustain vital lottery funding to good cause programs such as education, health and welfare,” said Joe Fulton, Vice President of Product Management.
Scientific Games plans to showcase GameChoice at the North American Association of State and Provincial Lotteries 2025 annual conference in Niagara Falls, Ontario, this September.
Scientific Games obtains gaming vendor license in the UAE
Scientific Games is also expanding internationally in the United Arab Emirates. The company announced it had obtained a gaming-related vendor license from the UAE’s General Commercial Gaming Regulatory Authority (GCGRA), permitting it to supply lottery products and services in the country.
The UAE launched its first GCGRA-licensed lottery in November 2024, marking a significant opportunity for Scientific Games to support its emerging, regulated lottery sector.
“We are extremely pleased that Scientific Games has been authorized as a lottery supplier in the UAE with this license. We look forward to putting our more than 50 years of expertise to work in the UAE to offer high-performing products that will responsibly help drive revenue for lottery programs supporting local communities and projects of national importance,” said Michael Conforti, President of International Business at Scientific Games.
Consortium formed by IGT and Scientific Games gets concession of São Paulo Lottery for 15 years
It's not just the UAE where Scientific Games is expanding its operations. The Consórcio SP Loterias, formed by IGT Global Services and Scientific Games, won a 15-year concession to operate São Paulo’s public lottery after the previous winner failed to pay its bid.
The concession encompasses various lottery types and adheres to strict anti-money laundering and responsible gaming compliance requirements. The project will establish 31 exclusive units and over 11,000 sales points across São Paulo. This initiative will support health programs through lottery revenue.
IGT was recently merged into one private company with Everi through controlling Apollo Global Management. The new company kept the IGT name.
