Pennsylvania players enjoying omni-channel adventures this summer with The Game of Life lottery games

Scientific Games brings Hasbro’s iconic The Game of Life board game to Pennsylvania Lottery players this summer with the launch of instant scratch games and Fast Play terminal-generated games at retail as well as a digital game with the record-breaking Pennsylvania iLottery program. It is the first omni-channel launch in the global lottery industry featuring The Game of Life brand, exclusively offered through Scientific Games.

“We are delighted to launch The Game of Life omni-channel lottery games for our players,” the Executive Director for the Pennsylvania Lottery, Drew Svitko, said. “We knew the brand’s adventurous theme and immediate recognition would be a hit both at retail and online. Launching games with multiple ways to play creates more awareness for all the different kinds of entertainment we offer while driving proceeds to benefit older Pennsylvanians.”

The Game of Life $10 instant scratch game and $5 Fast Play game launched at Pennsylvania Lottery retailers in May and June respectively. The scratch game generated $15.2 million in revenue in the first month and the Fast Play game is one of the top two performing $5 Fast Play games in the Lottery’s current portfolio. Since its launch in May, The Game of Life iLottery game continues to remain in the top-ten of the more than 150 Pennsylvania eInstant games for wagers and the top-five with new players.

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In fiscal year 2022, licensed branded games created by Scientific Games for United States lotteries represented USD$2.7 billion in retail sales. The company offers 100+ brands for lottery games, the largest in the industry, including Hasbro game-related brands Battleship, Boggle, Clue, Connect 4, Monopoly, Operation, Payday, Scrabble, Trivial Pursuit and Yahtzee.

“The Pennsylvania Lottery always strives to offer a variety of games with different playstyles, ways to win and top prizes that appeal to all Pennsylvanians,” the President Americas and Global Instant Products for Scientific Games, John Schulz, said. “The Game of Life omni-channel games continue that effort. We’re excited that they’ve been so successful and look forward to continuing our game innovation together.”

The Pennsylvania Lottery, ranked among the top-15 performing lotteries in the world for total sales and the top-five for instant game sales (La Fleur’s 2023 World Almanac) is well-known in the lottery industry for its innovative products and use of technology. In 2018, Scientific Games and the Pennsylvania Lottery launched iLottery in the state, growing the program to the first in the United States to top $1 billion in sales in less than two years.

Scientific Games provides retail and digital games, technologies, analytics and services to 130 lotteries in 50 countries including nearly every North American lottery.

9Rooftops, an integrated marketing agency known for breakthrough creative that gets results, announced the continuation of its agency-of-record relationship with the Pennsylvania (PA) Lottery after a competitive review. The two organizations have worked together in various forms for the last two decades. The new contract calls for 9Rooftops to elevate the Pennsylvania Lottery statewide with a focus on creating fully integrated marketing campaigns that highlight the Lottery’s key mission of proceeds going back into the communities to support older Pennsylvanians.

“We’ve been honored and grateful for our role in helping the Pennsylvania Lottery succeed and grow. Each year we strive to be an indispensable partner, continuously and fearlessly fulfilling the Lottery’s objectives. We are proud of the value we’ve delivered through our integrated services, innovative thinking and data-driven research,” Kevin Meany, CEO of 9Rooftops, said.

“9Rooftops was selected after a competitive procurement, including a careful evaluation of responsive proposals. We believe 9Rooftops is uniquely qualified to help our Lottery evolve in a complex marketing environment so that the PA Lottery can continue generating vital funds our seniors rely on each day. These funds help seniors with property tax and rent rebates, transportation, meals and prescription assistance, among many other critical programs and services,” Lottery Executive Director Drew Svitko said.

Some of the highlights of the relationship include:

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• Creating and activating the Lottery Love Brand Campaign in 2022 to commemorate the Lottery’s 50th anniversary. The campaign celebrates self-expression and encourages an emotional connection from Pennsylvanians inviting them to “express their love for the lottery”.
• Creating and introducing Gus, the CGI character, which quickly became a beloved brand asset and a prominent feature for Scratch-Off games.
• Developing the Lottery’s social media platforms to extend engagement via Facebook and Instagram.
• Promoting the launch of the PA Lottery Online gaming platform, which helped modernize the Lottery and generate new funds to benefit older Pennsylvanians.

Key goals of upcoming campaigns are to help the Lottery reach the next generation of players and continue to generate funding for programs that benefit older Pennsylvanians across the state.

9Rooftops Senior Vice President and Group Account Director Stephen Smith said: “As a consultant, creator, producer, trailblazer and friend of the Pennsylvania Lottery for over 20 years, we’ve been privileged to grow with our partners through every challenge and celebration along the way. We have a clear, detailed and expert perspective on the current and emerging landscape and are thrilled to continue helping the Pennsylvania Lottery achieve its goals. Moreover, as we have done, we will continue to provide ongoing and detailed insights that help the Pennsylvania Lottery grow in an environment of unprecedented competition.”