Scientific Games, a leading company providing retail and digital games, technology and analytics services to government-sponsored lottery and sports betting operators, bolstered its retail capabilities with the introduction of a groundbreaking product.
On Monday, the company confirmed the release of GameChoice, its new lottery product recommendation engine that boosts customer experience.
The innovative new solution enhances customer experience and boosts engagement
The new product from Scientific Games successfully fuses its SG Analytics and artificial intelligence (AI) with the goal of boosting customer experience by delivering dynamic product recommendations.
Ultimately, GameChoice engages with customers and encourages them to discover new and relevant games, enhancing their journey when using self-service lottery machines.
Boosting the customer experience, the new lottery product recommendation engine offers highly relevant game suggestions.
According to research by Scientific Games, players often purchase lottery games they know.
While customers may usually stick to a single product category, considering the wide variety of options offered by some operators, GameChoice informs players about relevant new games they can try.
This, in turn, delivers new experiences for the customers who decide to try a new game.
Separate research, conducted by Bizrate, reveals that 40% of US customers under the age of 40 actively seek products they have been recommended online.
Such recommendations push approximately 51% of the consumers to try new products, while 72% recognize such recommendations as helpful.
At the upcoming North American Association of State and Provincial Lotteries 2025, Scientific Games plans to showcase its leading product.
During the annual event, scheduled between September 9 and September 12, 2025, in Niagara Falls, Ontario, the company will demonstrate the capabilities of GameChoice.
The new product meets the evolving consumer expectations
Joe Fulton, Scientific Games' Vice President of Product Management, shared his excitement about the latest product, Casino Guru News learned from a press release.
"We developed GameChoice to modernize the lottery experience and meet evolving consumer expectations," the executive said.
Finally, Fulton pointed out: "By expanding player engagement and boosting game sales, GameChoice helps sustain vital lottery funding to good cause programs such as education, health and welfare."
Ahead of the latest announcement, Scientific Games deployed the solution to nearly 10,000 lottery terminals in one major US lottery retail network.
Notably, the solution immediately impactedsales, boosting cross-sale options such as buying scratch-off tickets and draw games together.
In the first month since GameChoice's launch, more than nine million customers' shopping baskets benefited from recommendations, generating $9.8m in retail sales.
Image credit: Scientific Games
