Personalised Lottery Experience Powered by AI
Scientific Games has launched GameChoice, a cutting-edge AI-powered recommendation engine aimed at modernising the lottery buying experience at self-service machines. This innovative tool, which leverages the company’s proprietary SG Analytics system, is designed to offer real-time, personalised game suggestions to players, encouraging exploration of new scratch and draw games. The initiative aligns with Scientific Games’ strategy to digitise and optimise lottery retail environments.
During its initial pilot in one U.S. state, GameChoice was installed in nearly 10,000 self-service lottery terminals. Within just one month, it generated over nine million game recommendations, leading to $9.8 million in retail sales. The early success signals that AI-driven tools could significantly reshape lottery purchasing behaviour.
GameChoice’s Economic Impact and Behavioural Insight
Scientific Games estimates the potential daily revenue boost from GameChoice at $280,000, translating to roughly $105 million annually if scaled. These figures underscore the tool’s value not just as a retail enhancement but as a substantial contributor to lottery funding, which supports public welfare initiatives like education and healthcare.
The core insight behind GameChoice comes from internal behavioural studies. Many players tend to gravitate toward familiar game types—often sticking to either scratch-offs or draw games. GameChoice combats this pattern by recommending game combinations, increasing the variety and value of each player’s transaction. This mimicry of online recommendation engines and retail upsell tactics brings a tech-savvy layer to traditional lottery retail.
Strategic Expansion and Global Outlook
Beyond its U.S. rollout, Scientific Games is expanding globally, recently securing a supplier licence in the UAE to support the launch of The UAE Lottery. GameChoice is a key part of this international growth, demonstrating how innovation can scale across geographies.
The system is set to be showcased at the NASPL 2025 Conference in Niagara Falls this September, offering a glimpse at how AI and data analytics are being used to reshape legacy gaming formats.
Joe Fulton, VP of Product Management at Scientific Games, explained:
“We developed GameChoice to modernise the lottery experience and meet evolving consumer expectations. By expanding player engagement and boosting game sales, GameChoice helps sustain vital lottery funding to good cause programs.”
The Future of Lottery Retail
As lottery operators seek to compete in an increasingly digital entertainment landscape, GameChoice provides a compelling bridge between traditional retail and the AI-enhanced future. With proven early results and strong scalability, it positions Scientific Games at the forefront of lottery technology innovation, reinforcing its role as a trusted partner to over 150 lotteries across 50 countries.
By combining behavioural insight, advanced data analytics, and user-friendly technology, GameChoice could become a new standard in how lotteries engage with players and maximise returns for public benefit programs.
