Monopoly and Battleship to debut on SG Content Hub, expanding iLottery offerings globally
A Strategic Licensing Power Play
Scientific Games, one of the world’s leading lottery and digital content providers, has announced a major content collaboration with Hasbro and UK-based developer Pixiu Gaming. The partnership will bring two of Hasbro’s most recognizable franchises—Monopoly and Battleship—to the SG Content Hub as digital lottery titles.
This announcement stems from Scientific Games’ exclusive licensing deal with Hasbro, enabling the company to develop and distribute lottery-themed games based on the beloved board games. The collaboration with Pixiu Gaming is a strategic move aimed at combining strong brand equity with innovative game development in the iLottery space.
Bringing Board Games to the Betting World
The shift from traditional retail scratch cards to digital, themed lottery content has been gaining momentum, particularly with nostalgic brands. Monopoly has been at the forefront of this transition. In 2025 alone, over 33 national lotteries offered Monopoly-themed games, generating an impressive $2 billion in combined retail and digital sales. Battleship, known for its suspenseful grid-based gameplay, is also a natural fit for dynamic, digital lottery adaptations.
Pixiu Gaming, known for its specialization in Keno and fixed-odds games across Canada, the U.S., and Europe, is expected to bring a fresh artistic and technical perspective to the creation of these licensed titles.
“We look forward to working with Scientific Games and Hasbro to create exciting, brand-sensitive Monopoly and Battleship-themed iLottery game experiences,” said Tony Plaskow, Co-Founder of Pixiu Gaming.
Scientific Games’ Expanding Digital Footprint
Scientific Games already supports 150 lotteries in over 50 countries and maintains an expansive portfolio of more than 100 licensed IPs, including other Hasbro favorites like Yahtzee and The Game of Life. This collaboration reinforces Scientific Games’ intent to bolster engagement through IP-driven game mechanics, appealing to both long-time lottery players and new digital-first audiences.
According to Matt Lynch, President, Digital at Scientific Games, the partnership is about more than just using popular branding:
“Pixiu’s unique approach to game development and artistic vision brings a differentiated offering that will add depth to iLottery portfolios by expanding gameplay options for existing players while attracting new audiences.”
Board Games, Big Screens, and Bigger Bets
The announcement is also timely, arriving alongside news that Hasbro’s Monopoly is being adapted into a film produced by Margot Robbie’s production company, following her successful reimagining of “Barbie.” This synergy between film, gaming, and digital lottery may help create a broader pop-culture resurgence around the Monopoly brand, benefiting the upcoming SG Content Hub titles.
Meanwhile, Hasbro’s peer Mattel has launched its own initiatives in the gambling sector, notably the Uno Social Club in Las Vegas, as classic toy and game makers embrace entertainment convergence with gambling and hospitality.
Outlook: iLottery Innovation Through IP Integration
This move by Scientific Games signals the increasing importance of licensed IPs in driving digital lottery growth. By blending familiar gameplay mechanics with powerful brand nostalgia, the company is poised to enhance user acquisition and retention across global markets.
With Pixiu Gaming’s creativity and Hasbro’s iconic properties, the iLottery experience is entering a new chapter—one where fun, familiarity, and financial excitement collide in the digital age.
2 Comments