Iowa Lottery and Scientific Games expand successful partnership

• Brightstar Lottery and Scientific Games have put pen to paper on a new primary scratch game portfolio management deal
• The former agreed to strengthen the latter’s operations, helping the lottery grow and increase the proceeds to good causes across Iowa
• Executives at Brightstar Lottery and Scientific Games share their excitement

The leading provider of lottery technology, games, analytics and services, Scientific Games, continues its growth in North America.

Building on its successful partnership with the Iowa Lottery, the company was designated as its primary portfolio management partner.

Scientific Games supercharges the Iowa Lottery

Thanks to the new agreement, Scientific Games will strengthen the Iowa Lottery’s offering by delivering its portfolio management services.

Described as a strategic evolution to a primary scratch games partner, the collaboration is expected to propel the Iowa Lottery’s operations and increase the proceeds to good cause programs across the state.

In Iowa, the lottery operator plays a major role in providing vital funding for a range of programs, including ones supporting veterans, law enforcement, education and economic development, among others.

Per the new agreement, Scientific Games will improve and enhance the Iowa Lottery’s player loyalty program within the retail and digital vertical.

As a result of the new agreement with Scientific Games, the lottery operator will benefit from an updated mobile app, website, loyalty program, as well as player support and tools.

The alliance covers comprehensive instant game services covering game design and planning.

Equally important, the Iowa Lottery will bolster its portfolio with the delivery of exclusive games from licensed brands like Game Show Experience and Jurassic Park.

The collaboration is expected to benefit lottery players in Iowa

John Schulz, Scientific Games’ President, Americas and Global Instant Products, spoke with excitement about the new alliance in Iowa, Casino Guru News learned from a press release.

"The Scientific Games partnership model has demonstrated the ability to drive meaningful growth in scratch game sales by combining data science, creative services, licensed properties and field execution," he said.

Finally, Schulz pointed out: "With this new agreement, Iowa players will enjoy more engaging game experiences, stronger prize structures and enhanced loyalty and engagement opportunities."

Steve Waymire, the Iowa Lottery’s Director, acknowledged that the new partnership with Scientific Games is taking the Lottery’s portfolio to the next level.

"The Lottery will benefit from the company's 50+ years of scratch game experience, data-based insights to guide our portfolio, updates to our player loyalty program and collaboration across our teams," he added.

Finally, Waymire pointed to the importance of combining innovative game design with informed, data-driven decision making that can help responsibly grow the Iowa Lottery while increasing the funds for good causes.

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