“Brick-to-click experience” gives retail scratchcard players a bonus digital game with no account registration required
Scientific Games has seen strong adoption of its new “brick-to-click” Scratch Connect game by players in Ohio.
Scratch Connect sees players scan their physical $5 Bonus Cash Wheel scratchcard to play Reach the Wheel online, with almost 570,000 players in Ohio scanning their cards since the game launched in July.
Scientific Games said that 90 per cent of these players completed the online game, with 40 per cent of these players going on to enter a new game.
“The early response to Bonus Cash Wheel demonstrates the opportunity lotteries have to connect retail and digital play in a way that feels natural to players,” said Charlie Scannella, vice president of customer success and relationship management at Scientific Games.
“Scratch Connect extends the entertainment of a physical scratch game to mobile while keeping the retail network central to the experience. Players can move easily from the ticket to digital play without an account or registration, giving lotteries a simple way to introduce a connected experience while supporting their retail business.”
Ohio marked the third Scratch Connect game launch in the United States, following launches in Kentucky and Pennsylvania, with more games planned.
The physical game ticket remains the bearer instrument in Scratch Connect, and all prizes are redeemed at retail, including those revealed through digital bonus play.