Scientific Games Expands Portfolio with NBA Partnership: A New Era for Lottery Games
The landscape of lottery gaming is about to undergo an exciting transformation, as Scientific Games, a recognized global leader in retail and digital games, technology, analytics, and services, has announced a significant expansion of its portfolio of licensed properties. This move comes in the form of a new multi-year partnership with the National Basketball Association (NBA), aimed at bringing a unique fusion of professional basketball excitement and lottery play to fans across the United States.
A Game-Changing Collaboration
Scientific Games’ partnership with the NBA represents a strategic effort to enhance engagement in lottery sales by tapping into the fervent enthusiasm of basketball fans. The initiative will introduce licensed instant scratch games that leverage the energy and popularity of professional basketball, thus providing an innovative avenue for lottery participation. This partnership is not just about games; it’s about creating an immersive experience for fans, weaving the thrill of lottery play into the fabric of a beloved sport.
With this exciting agreement, lotteries across the country will also benefit from the development of personalized second-chance promotions and captivating prize options. This dimension aims to enhance player engagement further, providing them with multiple opportunities to win, while driving revenue and excitement for state-sponsored lotteries.
Customizing the Experience
One of the most compelling aspects of this collaboration is the opportunity for lotteries to partner with local NBA teams to create customized, team-specific scratch games. This localized approach not only tailors the lottery experience to fans’ preferences but also fosters a stronger connection between the community and its sports teams. It’s a win-win scenario for both parties: fans gain more reasons to engage with their favorite teams, and lotteries potentially see increased sales driven by localized enthusiasm.
The Massachusetts Lottery has taken the lead by pioneering this new partnership, introducing the first NBA-themed scratch ticket: a Boston Celtics-themed ticket designed ahead of the 2024-25 NBA season. This strategic move underscores the Massachusetts Lottery’s impressive track record, boasting $1.6 billion in sales since the launch of its first sports-themed ticket back in 2006.
Celebrating Championship Glory
The Massachusetts Lottery’s introduction of the Boston Celtics-themed scratch ticket encapsulates the excitement surrounding this partnership. Mark William Bracken, executive director of the Massachusetts Lottery, expressed his excitement over collaborating with one of the most storied franchises in sports history. The ticket offers fans a chance to win up to one million dollars while celebrating the Celtics’ recent championship victory, making it an enticing proposition for basketball aficionados.
Moreover, the tickets promise a variety of experiential and merchandise prizes, further sweetening the deal for lottery players. This combination of high-stakes prizes and fan-centric experiences is set to enhance engagement and bolster sales significantly.
Harnessing Fan Loyalty
Tina Hoover, the vice president of licensing at Scientific Games, communicated her enthusiasm for this collaboration, emphasizing the strong and devoted fanbase of the NBA. She believes this partnership aligns perfectly with the lottery marketing approach, appealing to players in communities across the country.
The NBA’s vast follower base, which spans 29 teams across major U.S. cities and one in Canada, translates into a unique opportunity for scientific games to tailor experiences that resonate with fans on a localized level. With every game offering customization options, lotteries can present offerings that reflect community pride while driving benefits to local good cause programs.
Expanding Horizons
Scientific Games has a storied history of success in delivering licensed branded lottery games, a venture that generated an impressive $2.6 billion in retail sales across North America in 2024. This collaboration with the NBA is just one of several initiatives the company has pursued recently.
Earlier in 2023, Scientific Games introduced “THE GAME OF LIFE” to Pennsylvania Lottery players, crafted in partnership with Hasbro. Furthermore, the company revealed its commitment to innovation with a new central gaming system for the national lottery in Latvia. And in October 2023, they unveiled their MONOPOLY Property Payout iLottery game during the North American Association of State & Provincial Lotteries Conference, demonstrating their ongoing dedication to enhancing the player experience.
Looking Ahead
As Scientific Games forges ahead with its expansion, the NBA partnership exemplifies a bold strategy to marry sports entertainment with lottery engagement effectively. By capturing the spirit of basketball fandom, the company hopes to foster not just immediate sales growth but also lasting relationships with players and communities.
This partnership is poised to reshape how lottery games are perceived, focusing on interactivity, local pride, and fan engagement. The blend of sports excitement and the chance to win could very well pave the way for a new era of lottery participation across the United States, one that combines the thrill of the game with the allure of instant rewards. As the NBA season approaches, one thing is certain: players will be on the edge of their seats, both in arenas and in their local lottery stores.
