Scientific Games debuts GameChoice lottery technology

The lottery supplier reported GameChoice has already generated $9.8m in retail sales following an initial rollout in nearly 10,000 lottery vending machines across the US.

Scientific Games has unveiled its new GameChoice lottery recommendation technology, which looks to combine artificial intelligence and the company’s SG Analytics to offer personalized recommendations for players, helping to drive revenue for retail carriers. 

“We developed GameChoice to modernize the lottery experience and meet evolving consumer expectations,” Scientific Games VP of Product Management Joe Fulton said. 

“By expanding player engagement and boosting game sales, GameChoice helps sustain vital lottery funding to good cause programs such as education, health and welfare.”

According to Scientific Games, the technology has already generated approximately $9.8m of retail lottery sales in its first month of activity, having been deployed at nearly 10,000 lottery vending machines across the US as part of an initial rollout. 

Scientific Games will reportedly feature the lottery recommendation engine at a gaming conference in Ontario, Canada set to be held in September 2025.

Good to know: Scientific Games reached a licensing renewal agreement with Banijay Rights on June 12, resulting in the continued global distribution of Deal or No Deal-themed lottery games

“Players want convenience and choice when buying lottery products. However, sometimes the number of options can be overwhelming, leading players to stay within their comfort zone rather than exploring new or other product offerings,” Scientific Games said in its release. 

“GameChoice solves this by informing players about relevant choices. In the field, shopping baskets in self-service lottery terminals with GameChoice were more likely to contain multiple games and multiple game types versus shopping baskets before the launch of GameChoice.”

Research conducted by the lottery supplier also found players are “comfortable” with receiving product recommendations, comparing GameChoice to online advertisements or suggestions, as well as in-store coupons. 

Kirk Geller

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