Scientific Games launches AI-powered lottery recommendation tool GameChoice
Initial rollout across 10,000 machines generates $9.8m in first-month retail sales and aims to drive cross-portfolio lottery engagement.
Key points:
– Scientific Games debuts GameChoice, a new AI-driven product recommendation engine for self-service lottery machines
– Pilot deployment in one US state recorded over 9 million recommendations and $9.8m in retail sales in its first month
– Tool designed to enhance user experience and promote a wider range of lottery game options
Scientific Games has launched GameChoice, a lottery recommendation engine powered by artificial intelligence and its proprietary SG Analytics system.
The product is designed to personalise the lottery purchasing experience and guide players toward new or unfamiliar games at self-service lottery machines.
The company reported that GameChoice has already been deployed in nearly 10,000 vending terminals for one US lottery.
During its first month in operation, the tool generated over nine million game suggestions and contributed approximately $9.8m in retail sales.
Good to know: Scientific Games estimates a potential revenue impact of $280,000 per day – equivalent to around $105m annually
The engine uses real-time AI recommendations to encourage players to explore new scratch and draw game combinations. Early data from the rollout showed a significant uptick in shopping baskets containing multiple game types.
In May 2025, Scientific Games expanded its international presence, receiving a supplier licence in the UAE to support local lottery operations, including The UAE Lottery.
The GameChoice system addresses what Scientific Games says is a common behaviour among lottery players – selecting familiar games from a single category rather than exploring new formats.
According to internal research, the tool aims to replicate the success of online recommendation systems and retail loyalty offers by tailoring suggestions to user behaviour.
Joe Fulton, VP of Product Management at Scientific Games, said: “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 such as education, health and welfare.”
GameChoice will be demonstrated at the North American Association of State and Provincial Lotteries (NASPL) annual conference in Niagara Falls this September.
Scientific Games currently supplies technology and games to 150 lotteries across 50 countries and has recently extended partnerships with the Florida Lottery, the New Mexico Lottery and Puerto Rico’s Lotería Electrónica.
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