Scientific Games has launched a new lottery product recommendation engine to enhance the player experience.
GameChoice combines artificial intelligence with the company’s SG Analytics solution to deliver dynamic product recommendations, making it easier and more engaging for players to discover new games and make purchases at self-service lottery machines.
According to the company, initial deployments in nearly 10,000 lottery vending machines at one major US lottery drove a significant increase in cross-portfolio game purchases across scratch and draw games.
In its first month, GameChoice generated recommendations in more than nine million shopping baskets, generating $9.8 million in retail sales.
The revenue impact to the lottery is estimated at $280,000 per day, or $105 million per year.
“We developed GameChoice to modernize the lottery experience and meet evolving consumer expectations,” said Joe Fulton, Scientific Games’ vice president of product management. “By expanding player engagement and boosting game sales, GameChoice helps sustain vital lottery funding to good cause programs such as education, health and welfare.”
GameChoice’s recommendations continuously improve over time through AI and SG Analytics.
Scientific Games’ research shows that lottery players often choose the games they know, with most purchases occurring within a single product category.
The supplier’s research also reveals that players are comfortable receiving product recommendations, likening the GameChoice experience to familiar online recommendations or in-store coupons.