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Scientific Games’ Scratch Connect, a retail scratch-off game marketed as a “brick-to-click” experience, has generated strong player adoption and engagement rates in Ohio. Over 570,000 players have tried out the game thus far. Additionally, those players scanned their $5 Bonus Cash Wheel retail game, giving them access to the Reach the Wheel digital game, which 90% of the players finished. What’s more, 40% of those players immediately clicked the “Play It Again by Entering Another Ticket” to get another go at the scratch-off game and its twin digital game.
Scratch Connect – an innovative experience
Scratch Connect is an omnichannel lottery offering designed to bridge the gap between physical scratch-off tickets and mobile digital gaming. Players start off by playing a traditional scratch-off ticket before seamlessly transitioning to a digital bonus game on their mobile phones.
To start, players purchase a traditional instant scratch-off ticket at a retail store. After playing, they can scratch off the Scratch Connect logo to reveal a hidden QR code. Scanning the code unlocks a separate, bonus game on their mobile devices, which they can also play to potentially win separate prizes. Notably, players don’t need to download any apps or register user accounts to participate – the only requirement is a quick age confirmation check. Moreover, the visual branding remains consistent between the ticket and digital game, making the transition and rewards feel natural.
Ultimately, the physical ticket is the bearer instrument. Additionally, all prizes – including wins from the physical ticket and the digital bonus game – must be redeemed at a physical lottery retailer. As such, lottery retailers remain at the center of the experience. Notably, the game doesn’t require any system vendor integration, allowing retailers to roll it out without dealing with backend tech issues.
Impressive adoption and engagement rates in Ohio
A 90% completion rate for the digital game tied to the Scratch Connect ticket is a clear indication that players in Ohio are embracing the brick-to-click experience. What’s more, the fact that 40% of players choose to play again demonstrates the game’s appeal.
“The early response to Bonus Cash Wheel demonstrates the opportunity lotteries have to connect retail and digital play in a way that feels natural to players. Scratch Connect extends the entertainment of a physical scratch game to mobile while keeping the retail network central to the experience. Players can move easily from the ticket to digital play without an account or registration, giving lotteries a simple way to introduce a connected experience while supporting their retail business,” said Charlie Scannella, VP, Customer Success & Relationship Management for Scientific Games.
Notably, Ohio was the third state in which Scientific Games launched Scratch Connect. The first state to debut this game was Kentucky – interestingly, Scientific Games has an enhanced partnership with Kentucky, whereby it manages the state’s entire instant game portfolio. The game then launched in Pennsylvania, which served as the omnichannel testbed, thanks to its reputation as a global leader in iLottery experiences.
Scientific Games plans to roll out Scratch Connect across more states over time. Notably, the game can be launched as a dedicated, fully customized title. It can also be added as a feature to existing hybrid scratch games, with a library of over 50 titles with varying themes ready for the platform.
Scientific Games is the world’s largest lottery games company, serving more than 150 lotteries across 50 countries globally. It also boasts the fastest-growing lottery systems partner in North America, with special partnerships with states like Kentucky. Innovation is one of its core principles, and Scratch Connect demonstrates this all too well.
