Scientific Games will hope it has sunk a slam-dunk with a multi-year deal to supply NBA-licensed instant scratch games to U.S. lotteries across the country.
As part of the agreement, announced on Wednesday, Scientific Games will work with lotteries nationwide to help create custom second-chance promotions and experiential prizes to amplify their NBA-themed scratch games.
The gaming provider noted that lotteries also have the opportunity to work with in-state NBA teams to create team-specific games through sponsorships.
The new products have gone live first with the Massachusetts Lottery. The biggest seller of instant scratch games worldwide launched an NBA champion Boston Celtics-themed game last month.
“The Celtics are one of the most iconic franchises in all of sports and we are thrilled to commemorate their most recent championship with a ticket that offers their passionate fanbase the opportunity to win up to one million dollars and a variety of experiential and merchandise prizes,” said Mark William Bracken, executive director of the Massachusetts State Lottery.
“We are excited to welcome the NBA back into the lottery category,” added Tina Hoover, VP of licensing for Scientific Games. “The NBA has a loyal and passionate fanbase, which makes the brand perfect for lottery games that appeal to players in communities across a state. Each game can be customized to a lottery’s home market. Best of all, sales from the games will benefit the lottery’s good cause programs in those same communities.”
Scientific Games noted that in fiscal year 2024, licensed branded games that it created for North American lotteries represented $2.6 billion in retail sales. The company provides retail and digital games, technologies, analytics and services to 150 lotteries in 50 countries, including nearly every North American lottery, and is the largest lottery games provider in the world.
Scientific Games makes 3 key executive hires
The latest product launch follows a rejig of Scientific Games’ executive team that was announced in October.
Former Amazon online entertainment content COO Matt Lynch is the new president of digital, veteran digital and technology leader Steve Beason was named chief innovation officer and Patrick Homm was promoted to VP of systems engineering for the company’s international lottery systems technology.
“Thanks to the amazing work of our existing teams, our digital business is expanding rapidly with active iLottery launches around the world,” said Scientific Games CEO Pat McHugh at the time of the appointments. “The addition of an executive with Matt’s credentials continues Scientific Games’ investment in scaling our business to meet our growth plans and innovation roadmaps.”
