Scientific Games Expands Iowa Lottery Scratch Game Partnership — Scientific Games, LLC

Event summary

Scientific Games and the Iowa Lottery have expanded their partnership to include primary scratch game portfolio management services.
The agreement includes an enhanced player loyalty program across digital and retail channels, with updates to the lottery's website, mobile app, and campaign management tools.
Scientific Games will provide comprehensive instant game services, including game planning, design, and access to licensed brands like JURASSIC PARK and GAME SHOW EXPERIENCE.
The partnership aims to drive growth in scratch game sales by combining data science, creative services, licensed properties, and field execution.

The big picture

This expanded partnership underscores the growing trend of data-driven portfolio management in the lottery industry. Scientific Games, already a dominant player with 70% of global instant scratch game retail sales, is leveraging its proprietary technology and licensed brands to drive growth for government-sponsored lottery programs. The focus on enhancing player loyalty programs reflects broader industry efforts to integrate digital and retail channels for a seamless gaming experience.

What we're watching

Data-Driven Growth: How Scientific Games' Infuse business intelligence platform will impact the Iowa Lottery's scratch game portfolio performance.
Player Engagement: Whether the enhanced loyalty program can sustain long-term player engagement and retention across digital and retail channels.
Market Expansion: The pace at which Scientific Games can replicate this partnership model with other lotteries globally.