Scientific Games has launched GameChoice, a cutting-edge product recommendation engine that uses artificial intelligence and SG Analytics to personalize the lottery player experience at self-service terminals. GameChoice helps users discover new games and navigate their purchases more efficiently through dynamic, relevant suggestions.
Already deployed in nearly 10,000 lottery vending machines for a major U.S. lottery, GameChoice has proven its impact by generating recommendations in over nine million shopping baskets in its first month, resulting in nearly $9.8 million in sales and estimated lottery revenues of $280,000 per day or $105 million annually.
GameChoice learns from player behavior over time, offering increasingly accurate suggestions that encourage cross-play between product categories like instant tickets and draw games. Scientific Games’ research found that players often stick to familiar titles, missing out on the full variety of games available. GameChoice addresses this by surfacing new and relevant options during the purchase journey.
“We developed GameChoice to modernize the lottery experience and meet evolving consumer expectations. By expanding player engagement and boosting game sales, it helps sustain vital lottery funding for education, health, and welfare programs,” said Joe Fulton, VP of Product Management at Scientific Games.
According to Bizrate, 72% of U.S. consumers find product recommendations helpful, and 51% say they lead them to try new products. GameChoice aligns with these consumer habits, offering a lottery experience similar to online recommendations or retail coupons.
Scientific Games will showcase GameChoice at the upcoming NASPL 2025 annual conference, taking place September 9–12 in Niagara Falls, Ontario.
Founded in 1973, Scientific Games serves 150 lotteries in 50 countries, and nearly every lottery in North America, providing games, analytics, and technology solutions that continue to drive innovation in the global lottery industry.
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