New partnership also Includes an enhanced Iowa Lottery player loyalty program
Scientific Games is looking to enhance the Iowa Lottery’s Scratch Game offering through a new portfolio management agreement.
The agreement marks a strategic evolution to a primary Scratch Games partner, and will also include an enhanced player loyalty program across digital and retail channels.
The program includes updates to Iowa Lottery’s website, mobile app, loyalty program, and player support and tools for content and campaign management.
“Moving to a primary portfolio management agreement with Scientific Games is about taking the Iowa Lottery’s Scratch Game portfolio to the next level,” said Iowa Lottery director Steve Waymire. “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.”
Through the partnership, Scientific Games will deliver comprehensive instant game services, including game planning and design, access to an extensive portfolio of licensed brands such as JURASSIC PARK and the GAME SHOW EXPERIENCE, as well as the company’s proprietary Infuse business intelligence platform.
“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,” said John Schulz, president of Americas & global instant products for Scientific Games. “With this new agreement, Iowa players will enjoy more engaging game experiences, stronger prize structures and enhanced loyalty and engagement opportunities.”
Scientific Games has been a partner to the Iowa Lottery since its inception in 1985 and currently provides its lottery gaming system, retail point-of-sale technology and retailer management system, in addition to instant scratch games and licensed brands.