Scientific Games Unveils AI-Powered Lottery Recommendation Engine
Powered by the company’s proprietary SG Analytics system, GameChoice aims to personalise lottery purchases by guiding customers toward unfamiliar or underplayed titles, encouraging broader participation across scratch and draw game formats.
Scientific Games has introduced GameChoice, an artificial intelligence-driven lottery recommendation engine designed to enhance the player experience at self-service terminals.
Powered by the company’s proprietary SG Analytics system, GameChoice aims to personalise lottery purchases by guiding customers toward unfamiliar or underplayed titles, encouraging broader participation across scratch and draw game formats. The system has already been rolled out across nearly 10,000 vending terminals for one U.S. lottery, delivering more than nine million tailored game suggestions within its first month.
The early results have been significant. Scientific Games reports that GameChoice generated around $9.8 million in retail sales in its initial 30 days. The company estimates the tool could ultimately drive up to $280,000 in daily revenue — the equivalent of approximately $105 million annually — through increased game engagement.
By analysing customer behaviour in real time, the tool recommends game combinations that players might not typically consider, replicating techniques used in e-commerce and loyalty marketing. Early data from the launch shows a notable increase in transactions featuring multiple types of lottery games.
“The insight behind GameChoice is rooted in how players typically behave,” said Joe Fulton, Vice President of Product Management at Scientific Games.
“We developed GameChoice to modernise the lottery experience and meet evolving consumer expectations. By expanding player engagement and boosting game sales, GameChoice helps sustain vital lottery funding to good cause programmes such as education, health, and welfare.”
The launch follows the company’s continued international expansion, with Scientific Games securing a supplier licence in the United Arab Emirates in May 2025 to support the country’s emerging lottery market, including The UAE Lottery.
By marrying advanced analytics with intuitive retail technology, Scientific Games is positioning GameChoice as a next-generation engagement solution designed to unlock greater long-term value from both new and existing players.
