Scientific Games unveils AI GameChoice for smarter lottery
Scientific Games, a global provider of lottery technology and services, has launched GameChoice, a personalised game recommendation tool that uses artificial intelligence (AI) and player data to enhance the lottery experience. The system is now being used in nearly 10,000 self-service lottery machines across the network of one major US lottery.
GameChoice is designed to make it easier for players to find and try different types of lottery games. Instead of sticking to just one kind of game, like scratch cards or draw games, players receive personalised suggestions that encourage them to explore other options. The tool uses SG Analytics, Scientific Games’ own data system, to analyse player behaviour and offer recommendations in real-time.
Increase in sales and engagement
The early results show that GameChoice is already making a big impact. In its first month, it generated game suggestions in over nine million shopping baskets. This resulted in approximately $9.8 million in retail sales, with an estimated daily revenue of $280,000. That adds up to roughly $105 million in sales each year.
Shopping baskets at self-service machines using GameChoice were more likely to include multiple games and game types than those without it. Scientific Games’ research shows that most players tend to buy games they already know and rarely explore new ones. GameChoice helps break that pattern by suggesting games based on what players have already shown interest in.
“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 programmes such as education, health and welfare,” said Joe Fulton, Vice President of Product Management.
Familiar buying experience
Scientific Games states that many players are comfortable with receiving product suggestions, just as they are when shopping online or using coupons in-store. A recent Bizrate study found that 40% of US consumers under 40 look for product recommendations when shopping. Of those, 51% said these suggestions often lead them to buy something new, and 72% found the recommendations helpful.
By offering clear and helpful suggestions, GameChoice aims to make the lottery experience more modern and user-friendly, especially for younger or less experienced players.
Scientific Games will present its new GameChoice tool at the NASPL conference, which runs from 9–12 September 2025 in Niagara Falls, Ontario.
Global growth: UAE and Brazil
Alongside its launch in the US, Scientific Games is growing its business in other countries. The company has been approved by the United Arab Emirates’ General Commercial Gaming Regulatory Authority (GCGRA) to provide lottery products and services. The UAE’s first official lottery started in November 2024.
“We are extremely pleased that Scientific Games has been authorised as a lottery supplier in the UAE with this licence. We look forward to putting our more than 50 years of expertise to work in the UAE to offer high-performing products that will responsibly help drive revenue for lottery programmes supporting local communities and projects of national importance,” said Michael Conforti, President of International Business at Scientific Games.
In Brazil, Scientific Games is part of Consórcio SP Loterias, a group formed with IGT Global Services. The group has secured a 15-year concession to operate São Paulo’s state lottery, after the original winner of the bid failed to make payment. The plan includes setting up 31 exclusive lottery units and more than 11,000 sales points across São Paulo. Revenue from the lottery will go toward supporting public health programmes. The concession also requires strong compliance with anti-money laundering rules and responsible gaming standards.
Since 1973, Scientific Games has been providing lottery games, systems, analytics, and services to 150 lotteries in 50 countries. The company works with nearly every lottery in North America and continues to expand its global presence. GameChoice is the latest in its efforts to use technology to improve the lottery experience for both players and operators.
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