SG taps into social media to unveil new lotto innovation

US lottery players can look forward to a ‘once in a lifetime’ experience following an announcement from IGT this week regarding its 7-11-21 LIVE! Instant scratch game, complete with its own integrated live social media component. 

Building up to a virtual event on Facebook in July 2021, which will be live-streamed and will feature players from across the US, the 7-11-21 LIVE! instant scratch game is scheduled to go live with participating state lotteries in retail form next year.

John Schulz, Senior VP of Lottery Instant Products at Scientific Games, stated: “This is an exciting opportunity for lotteries to kick-off the new year in a big way with a social media spin on a popular game featuring the numbers 7, 11 and 21, which are believed by many to be lucky. 7-11-21 LIVE! combines our world-leading instant game products with our popular 7-11-21 trademark and a live social media event.

“It’s relevant, it brings people safely together for an amazing social experience, and the US lottery industry hasn’t offered anything like it before.”

Set to be built around a multiplier drawing, the Facebook Live event will offer viewers a chance to win up to $7,700 by simply tuning in to the live broadcast and commenting with their lucky number. 

Furthermore, participating lotteries are also set to join in to the stream, where they themselves will provide a live broadcast through their own Facebook pages, arranged in advance by Scientific Games.

Schulz added: “Scientific Games conducted extensive research with real players through our OneVoice platform before our game creation teams began designing playstyles and game art. Best of all, we provide a digital marketing package, so it’s very simple for lotteries to execute as they look for new ways to generate profits for their beneficiary programs in 2021.”