Scientific Games Corporation has joined forces with Atlanta-based provider of prepaid and payment solutions InComm to launch lottery gift cards for retailers across North America.

Through its subsidiary, Scientific Games International, the supplier has agreed a five-year deal with InComm, enabling its lottery customers to reach new consumers across the US and Canada.

"Imagine being able to give the fun and entertainment of lottery games with the convenience of a gift card,” said Pat McHugh, Scientific Games’ senior vice president, North American Lottery Systems. “InComm is on the leading edge of commerce technology with strong retail partnerships.”

While lottery retail networks are managed by individual lotteries, McHugh said that lottery retail locations generally do not overlap with InComm's 250,000 retail gift card distribution locations throughout North America, which could offer new retail channel opportunities and provide more consumer exposure to lottery games.

“Their payment network and retail footprint, combined with Scientific Games' lottery solutions, offers lotteries a way to reach new consumers who may like to purchase lottery games and help drive incremental revenue for lottery beneficiaries such as local retailers, education, senior citizens, infrastructure and the environment,” said McHugh.

InComm’s chief operating officer Scott Meyerhoff added: "The ways consumers purchase and use gift cards is rapidly changing. In addition to being bought on special occasions for family and friends, gift cards are also bought year-round for self-use.

“Our agreement with Scientific Games is visionary for the North American lottery industry in many ways, particularly resonating with consumers who prefer cashless transactions at retail."

The gift cards can be used at any participating lottery retailer that has been authorized by a state lottery to offer the gift card.

Shares in Scientific Games Corporation (Co. Data) (NYSE:SGMS) closed down 2.36 per cent at $11.15 per share in New York Friday.