Scientific Games has taken another leap in expanding its portfolio of licensed properties by introducing NBA-themed instant scratch games to U.S. lotteries. This exciting development stems from a multi-year partnership with the National Basketball Association (NBA), offering fans and lottery players a chance to engage with their favorite sport through customized gaming experiences.
First launch: Boston Celtics scratch game:
The collaboration is designed to include unique features such as second-chance promotions and experiential prizes, with state lotteries able to create team-specific games in partnership with local NBA teams. Tina Hoover, Vice President of Licensing for Scientific Games, highlighted the project’s potential impact, stating in the company’s press release, “We are excited to welcome the NBA back into the lottery category. The NBA has a loyal and passionate fanbase, which makes the brand perfect for lottery games that appeal to players in communities across a state.”
The Massachusetts Lottery, the global leader in instant scratch game sales, was the first to debut an NBA-themed game under the new agreement. On November 19, the lottery launched a Boston Celtics-branded ticket, celebrating the franchise’s championship legacy.
Mark William Bracken, Executive Director of the Massachusetts State Lottery, expressed enthusiasm for the project, saying, “The Celtics are one of the most iconic franchises in all of sports, and we are thrilled to commemorate their most recent championship with a ticket that offers their passionate fanbase the opportunity to win up to one million dollars and a variety of experiential and merchandise prizes.”
This marks another milestone for the Massachusetts Lottery, which has seen $1.6 billion in sales since introducing its first sports-themed ticket in 2006.
Expanding the lottery experience:
Scientific Games is no stranger to innovation in the lottery sector. In fiscal year 2024, the company’s licensed branded games generated $2.6 billion in retail sales across North America. The addition of NBA-themed scratch tickets further solidifies its leadership position in providing engaging and profitable gaming solutions to lotteries.
The new scratch games aim to benefit both players and local communities. Lotteries are expected to reinvest proceeds into public programs, aligning with their mission to support good causes. As Hoover noted, “Sales from the games will benefit the lottery’s good cause programs in those same communities.”
The company’s expertise spans retail and digital games, advanced technologies, and analytics. Currently, Scientific Games serves 150 lotteries in 50 countries, making it the world’s largest lottery games provider.
The launch of the NBA-branded tickets comes on the heels of a strategic reorganization within Scientific Games. In October, the company announced several executive hires aimed at strengthening its innovation and digital expansion efforts. Key appointments included Matt Lynch as President of Digital, Steve Beason as Chief Innovation Officer, and Patrick Homm as Vice President of Systems Engineering.
Scientific Games CEO Pat McHugh emphasized the company’s momentum, saying, “Thanks to the amazing work of our existing teams, our digital business is expanding rapidly with active iLottery launches around the world.”
