Iowa Lottery revamps scratch-game portfolio with expanded Scientific Games partnership
2026-07-28
Source: Global Gaming Insider
The Iowa Lottery has deepened its long-running collaboration with Scientific Games through a new portfolio management agreement, aiming to boost scratch-game sales and loyalty programs. The deal includes licensed brands, data analytics, and a refreshed player loyalty initiative, while Scientific Games also recently upgraded Arizona Lottery technology systems.
The Iowa Lottery has signed a new portfolio management contract with Scientific Games, marking a strategic evolution in a relationship that dates back to 1985. The deal focuses on enhancing the lottery's scratch-game offerings through data-driven planning, creative design, and improved player engagement tools.
Iowa Lottery Director Steve Waymire described the agreement as a step toward "taking the Iowa Lottery's Scratch Game portfolio to the next level." He noted that Scientific Games brings over 50 years of scratch-game experience, advanced analytics via the Infuse platform, and updates to the player loyalty program. Waymire added that the collaboration aims to grow responsibly and increase proceeds for state-supported programs in areas like veterans, economic development, law enforcement, education, and agriculture.
Under the new arrangement, Scientific Games will provide instant game services including game planning and design, access to licensed brands such as Jurassic Park and Game Show Experience, and the supplier's Infuse business intelligence platform. An enhanced loyalty program will be rolled out across both digital and retail channels.
John Schulz, President of Americas & Global Instant Products at Scientific Games, highlighted that the partnership model has proven effective in driving scratch-game sales growth by combining data science, creative services, licensed properties, and field execution. He said players can expect more engaging games, stronger prize structures, and better loyalty rewards.
In a separate development on July 10, Scientific Games expanded its collaboration with the Arizona Lottery to introduce a series of technology system upgrades. These include enhancements to The Pick contest, a new daily midday drawing, a Pick Four game, and a Powerball Double Pay add-on, all designed to refresh the organization's classic draw game lineup and improve the player experience.