The Iowa Lottery has formed a new agreement with Scientific Games to help drive growth across its scratch game portfolio management services, representing a “strategic evolution” to the long-standing partnership which first began in 1985.
"Moving to a primary portfolio management agreement with Scientific Games is about taking the Iowa Lottery's Scratch Game portfolio to the next level," Iowa Lottery Director Steve Waymire said.
"The Lottery will benefit from the company's 50+ years of scratch game experience, data-based insights to guide our portfolio, updates to our player loyalty program and collaboration across our teams. By combining data-driven decision-making with innovative game design and in-store point-of-sale execution, they can help us grow responsibly and deliver more proceeds to the vital programs that we support across Iowa."
Scientific Games will provide instant game services for the Lottery, including game planning and design, access to a portfolio of licensed brands such as Jurassic Park and Game Show Experience and the supplier’s Infuse business intelligence platform.
As part of the new agreement, Scientific Games is also set to implement an enhanced Iowa Lottery player loyalty program across digital and retail channels.
The supplier’s President of Americas & Global Instant Products John Schulz spoke on the extended collaboration, having said, "The Scientific Games partnership model has demonstrated the ability to drive meaningful growth in scratch game sales by combining data science, creative services, licensed properties and field execution.
"With this new agreement, Iowa players will enjoy more engaging game experiences, stronger prize structures and enhanced loyalty and engagement opportunities."
The most recent collaboration was also said to reinforce Iowa Lottery’s commitment to “maximizing proceeds” for the state’s good cause programs, including veterans, economic development, law enforcement, education and agriculture.
On July 10, Scientific Games expanded its collaboration with the Arizona Lottery to introduce a new series of technology system upgrades for sales across the state, designed to enhance player experience and “bring fresh energy” to the organization’s classic draw game lineup.
Scientific Games also upgraded The Pick contest and added a daily midday drawing, new Pick Four game and a Powerball Double Pay add-on as part of the technological advancements.
The Delaware Lottery expanded its partnership with Scientific Games to install self-service betting kiosks at retail locations, with odds and wagering menus provided by Caesars Sportsbook
