Scientific Games, a leading player in the global gaming industry, has revealed plans to take the world of Westeros into the realm of lottery games. This comes with their recent announcement on July 17, 2023, about an exclusive multi-year agreement with Warner Bros. Discovery Global Themed Entertainment to bring the iconic Game of Thrones brand to the lottery industry.
The Deal and the Offerings
This novel collaboration brings the fantasy television series to digital and retail lottery games for the first time. Under the agreement, the lottery gaming provider has secured limited worldwide rights to use the epic HBO brand.
They plan to leverage this to offer an innovative gaming experience featuring instant scratch games, Fast Play games, and digital lottery games that are Game of Thrones-themed.
A Marriage of Popular Entities
Game of Thrones, with its compelling story and global popularity, is already a successful brand in the gaming and social gaming sectors. The TV series’ rich iconography and a fanbase that spans multiple generations make it a perfect candidate to invigorate the lottery games domain.
As Kyle Rogers, Vice President of North American Instant Products for Scientific Games, explained, “Our global teams are ecstatic to add a powerful brand [like] Game of Thrones to our licensed properties portfolio. It has the potential to bring its massive fanbase and social media following to lottery.”
Grounded in Research
Scientific Games is known for its data-driven approach, and this initiative is no different. The company applied advanced consumer research techniques to assess the ‘liking’ intensity for the fantasy series’ brand, measured by the Power Index. The findings were encouraging, with the brand ranking among the top ones available for lottery games today.
Rogers further shared that the research insights strongly advocate for the fantasy series as a suitable brand for the company’s next blockbuster lottery Linked Games.
Historical Success for Scientific Games
Scientific Games is a pioneer of Linked Games winners’ events, having introduced them in 2007. They have since produced over 30 major events for the lottery industry. To date, Linked Games have generated almost $4.8 billion in retail sales, creating memorable experiences for over 3,000 winners.
Achieving remarkable success, the industry pioneer continually pushes boundaries and shapes the future of lottery gaming. The company’s expertise and creativity, showcased through exceptional events, signal promising potential for the upcoming Game of Thrones-themed lottery games.
The Promise of this Partnership in the Lottery Space
Given the enormous popularity of Game of Thrones worldwide, the lottery gaming provider is optimistic about its integration into the lottery space. The brand’s iconography, appealing to a younger generation of players, also attracts multiple generations of viewers, making it a potential game-changer in the industry.
The inclusion of the fantasy television series in the company’s licensed properties portfolio promises to bring its massive fanbase and considerable social media following to the lottery arena.
About Scientific Games
Scientific Games is a global giant in the lottery games industry. It provides retail and digital games, technologies, analytics, and services to 130 lotteries in 50 countries, making it the largest instant scratch game provider worldwide.
Besides this, it is a leading provider of iLottery solutions, digital lottery games, mobile apps, player loyalty programs, and customer relationship management programs.
The partnership between Scientific Games and Game of Thrones marks an exciting fusion of the gaming and entertainment worlds. As the lottery gaming provider continues to push boundaries in the industry, the introduction of on-brand-themed lottery games could mark a new chapter in its history.
This move is not only expected to captivate the vast fanbase of the TV series but also to infuse fresh excitement into the lottery games sector, a win-win for everyone!