In a deal that will surely ignite the imagination of players, Scientific Games has secured the rights to continue using Warner Bros.’ most beloved brands in its lottery offerings. This partnership comes as the company, now operating under the name Light & Wonder, focuses on lottery and sports betting. And the good news doesn’t end there, as the deal also includes the addition of Warner Bros.’ epic series “Game of Thrones” to the retail and digital lottery game portfolio.
The revenue generated by licensed branded games is nothing short of blockbuster material! In the 2022 fiscal year alone, Scientific Games‘ licensed games featuring popular movie and TV brands brought in approximately $2.7 billion in retail sales. The selection process for these partnerships is driven by a science-based approach, evaluating a brand’s “Power Index,” which measures consumer familiarity and popularity.
Kyle Rogers, Vice President of North American Instant Products for Scientific, couldn’t contain his excitement, exclaiming, “We are thrilled to offer digital and retail games for these legendary Warner Bros. movie and TV brands!” The expanded lineup includes iconic titles like “The Wizard of Oz,” “Willy Wonka & The Chocolate Factory,” “Friends,” “Caddyshack,” “Elf,” and “National Lampoon’s Vacation.” With such a diverse and highly recognizable portfolio, lottery players are in for an immersive entertainment experience.
Scientific Games & Warner Bros: A decade of partnership and counting
Scientific Games and Warner Bros. first joined forces in 2009, marking the beginning of a successful brand licensing agreement. The Kansas Lottery made history that year with the launch of the first-ever “Wizard of Oz” lottery game. Since then, instant, scratch, and digital games based on the beloved 1939 film have been sold in 16 lottery jurisdictions, captivating players with the enchantment of the Emerald City.
“Willy Wonka” has also left a sweet mark on the lottery landscape. The introduction of “Wonka” lottery scratch-off games in 2017, with a staggering $1 billion prize up for grabs, took the industry by storm. Scientific Games proudly reveals that “Wonka” games have surpassed $1 billion in sales, generating around $300 million in proceeds for the 18 states offering these delectable games.
A winning streak for lotteries
Amidst a triumphant comeback after the pandemic slump, lottery sales in the US reached new heights during the 2022-23 fiscal year. Clocking in at a remarkable $107.9 billion, this represents a 2.5% growth from the previous year. The lotteries contributed nearly $29 billion in gross revenue, demonstrating their enduring popularity.
With 45 states, along with the District of Columbia, Puerto Rico, and the US Virgin Islands, offering legal lottery gaming, these games have become a significant source of revenue for various programs, including property tax reductions, senior care, public education, tuition assistance, and infrastructure development.
As the curtains rise on this extended partnership between Scientific Games and Warner Bros., players can anticipate an array of thrilling lottery games infused with the magic of Hollywood’s most cherished brands. There’s so much to see and expect from a decade-long partnership, and everyone is excited for it.
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