Scientific Games and the Iowa Lottery have updated their Scratch Game deal to a primary partnership, reflecting the lottery’s deepened commitment to good causes contributions in the state.
Under the new terms, the Iowa Lottery will receive comprehensive instant game services, including game planning and design, with an enhanced roster of products that includes licensed brands such as Jurassic Park and the Game Show Experience.
Scientific Games will also incorporate its proprietary business intelligence platform into the lottery’s system.
Another highlight will be the introduction of an upgraded player loyalty programme across the lottery’s digital and retail channels, bringing a revamp of the website, mobile app, player support and content management tools of Iowa Lottery.
John Schulz, President, Americas and Global Instant Products for Scientific Games, commented: “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 Iowa Lottery and Scientific Games have been partners since the former’s inception in 1985, and the duo has since become an integral part of Iowa’s society. The lottery’s proceeds go towards supporting veterans, law enforcement, education, agriculture and the state’s economic development.
Steve Waymire, Director for the Iowa Lottery, added: “Moving to a primary portfolio management agreement with Scientific Games is about taking the Iowa Lottery’s Scratch Game portfolio to the next level.
“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.”