Scientific Games has reached a partnership with the National Basketball Association (NBA) to bring unique NBA-themed scratch games to state lotteries around the US.
Along with games that will feature icons and logos of various NBA teams around the country, Scientific Games will also create unique second-chance promotions and prize experiences related to the league.
Tina Hoover, VP of Licensing for Scientific Games, expressed her excitement for the partnership in a 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.
“Each game can be customized to a lottery’s home market,” Hoover added. “Best of all, sales from the games will benefit the lottery’s good cause programs in those same communities.”
Massachusetts Lottery kicks off deal with the Celtics
The Massachusetts Lottery was the first to utilize this new partnership. It unveiled a Boston Celtics-themed game on Nov. 19. Titled, “Celtics Banner 18,” the $10 ticket celebrates the historic franchise with its 18 NBA Championships.
Second-chance opportunities for the game include exclusive Celtics experiences and $1 million in giveaways.
Mark William Bracken, Executive Director of the Massachusetts State Lottery, discussed the new game in a release.
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 $1 million and a variety of experiential and merchandise prizes.
The Massachusetts Lottery has had $1.6 billion in sports-themed lottery scratch sales since it began utilizing the product in 2006. According to Scientific Games, Massachusetts ranks No. 1 in the US for retail sales in the sports-themed category.
Scientific Games tapping into national brands
This latest deal with the NBA is another in Scientific Games establishing partnerships with nationally-known brands.
Scientific Games is a games provider for retail and online lotteries around the globe. They serve 150 different lotteries in 50 countries, including most in North America.
Recently Scientific Games has been producing a Game of Thrones product for retail and online lotteries in the US. It struck a deal with Warner Bros. to adapt the game. Part of its appeal was second-chance promotion, “The Seven Kingdoms Experience.” The prize includes a trip to Napa Valley for a five-day, four-night event where winners will form into teams to compete in a series of events against other “houses.”
Scientific Games also has partnerships for lottery games with other brands like MONOPOLY, Jurassic Park, The Price is Right, Family Feud, and more.
In fiscal year 2024, licensed branded games that were created by Scientific Games did very well. They amassed $2.6 billion in retail sales throughout North America.
