Scientific Games, a global leader in lottery and technology solutions, has officially launched its AI-driven lottery recommendation engine, GameChoice. This smart product is designed for self-service lottery terminals, aiming to enhance player experience and promote participation across different game categories.
The system utilizes AI and the company's proprietary SG Analytics platform to analyze user behavior and generate personalized lottery purchasing suggestions in real-time, encouraging players to try new or less familiar types of lottery games, especially scratch cards. GameChoice was first deployed in a state in the USA, covering nearly 10,000 self-service ticket machines, and generated over 9 million recommendations in its first month, creating approximately $9.8 million in retail sales.
According to official estimates, this tool could potentially increase daily retail sales by $280,000, with an annual impact of $105 million, demonstrating strong commercial prospects.
Scientific Games stated that the initial purpose of developing GameChoice was to address a long-standing issue—traditional players often stick to familiar lottery games and overlook a variety of new play methods. By mimicking the personalized recommendation mechanisms of e-commerce, the system aims to enhance the diversity and sales of lottery baskets. Early data shows that the proportion of multiple game combinations in shopping behavior influenced by recommendations has significantly increased.
Joe Fulton, Vice President of Product Management for Lottery Technology at Scientific Games, said:
“GameChoice represents an innovative upgrade to the retail lottery experience, responding not only to players' demands for diversity and personalization but also helping lottery organizations boost sales and support educational, medical, and public welfare initiatives.”
As the system is implemented, Scientific Games is also continuously expanding its global layout. In May this year, the company obtained a supplier license in the UAE, entering the Middle Eastern market, including the UAE National Lottery. Additionally, GameChoice will officially debut at the North American State and Provincial Lotteries Association (NASPL) Annual Conference in Niagara Falls in September 2025.
Currently, Scientific Games provides game and technology support to 150 lottery organizations in 50 countries worldwide, and has recently expanded partnerships with several markets including the Florida, New Mexico, and Puerto Rico lottery authorities, continuing to consolidate its leadership position in the industry.
