Music & Games

Scientific Games launches AI-powered lottery recommendation engine

Photo: Scientific Games

July 16, 2025

Scientific Games has introduced GameChoice, a product recommendation engine for lottery play, utilizing artificial intelligence and the company's SG Analytics. The system is designed to enhance the player experience by providing dynamic game recommendations at self-service lottery machines, aiming to simplify discovery and purchasing, according to a press release.

Initial deployments of GameChoice across nearly 10,000 lottery vending machines in a major U.S. lottery network have reportedly led to a significant increase in cross-portfolio game purchases and generated approximately $9.8 million in retail sales within its first month. The company estimates this translates to a revenue impact of about $280,000 per day, or $105 million annually, for the lottery.

GameChoice aims to modernize the lottery experience by offering relevant game suggestions that continuously improve through AI, addressing research indicating that players often stick to familiar games and have limited awareness of new offerings.

"We developed GameChoice to modernize 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 programs such as education, health and welfare," Joe Fulton, vice president of product management at Scientific Games, said in the release.