Hoops fans looking to get their gaming fix in more of a physical form will have some new ways to do it. Scientific Games, specializing in scratch-off lottery games, is set to introduce NBA-licensed instant scratch games across the U.S. following a multi-year agreement.
Scientific Games will work with U.S. lotteries to “create custom second-chance promotion and experimental prizes to amplify their NBA-themed scratch games.”
"We are excited to welcome the NBA back into the lottery category,” said Tina Hoover, VP of licensing at Scientific Games. “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. Each game can be customized to a lottery's home market. Best of all, sales from the games will benefit the lottery's good cause programs in those same communities."
While the official agreement only recently came down, it’s not the first time Scientific Games dipped their toe into NBA-themed gaming. Earlier this year, following the Boston Celtics NBA-leading 18th Larry O’Brien Trophy, the company teamed up with the Massachusetts Lottery, a leader in scratch game sales worldwide, to features an NBA Champion-themed game.
Sales of sports-themed tickets since 2006 are up over $1.6 billion, thanks in no small part to a passionate Massachusetts-based fandom, which ranks atop all U.S. markets in this category.
"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," said Mark William Bracken, executive director of the Massachusetts State Lottery.
Scientific Games grows portfolio
The move to add the NBA to Scientific Games’ portfolio grows a range that includes various other gaming efforts, including their sports betting business. The company is on a roll, recently partnering with the Ohio Lottery as its new gaming system partner.
"We offer lotteries, omni-channel solutions for online, self-service and retail fixed odds betting – from soccer to tennis, basketball, football, baseball, hockey, motor sports, racing and more. In Canada, Europe and the U.S.,” their website outlines. “We’re proud to be a trusted partner for state-sponsored sports betting."
The organization on the whole also saw tremendous growth this year according to their release, with a reported $2.6 billion USD in retail sales alone from licensed branded games.
