Licensed Brands, Playstyles On Trend & More One of the most powerful tools lotteries have to create excitement and build loyalty is licensed brands. Scientific Games offers more than 100 brands to choose from. And its creative teams work closely with lottery product teams to develop new, brand-immersive experiences for their players. “Some brands naturally lend themselves to extended play games,” says Hodges. “Those that immediately come to mind are SLINGO, LOTERIA, SCRABBLE and UNO. Brands offer highly recognizable logos, colors and visual elements that are part of the overall experience.” With the heightened interest in extended play, some lotteries are setting trends and reaping the benefits of innovation with strong sales performance. “Poker-themed extended play games have been on the rise in recent years,” says Bobo. “A great example is the South Carolina Education Lottery’s $5 Poker Night game, which is performing 27% better than other $5 games in its portfolio. Bobo also points to tic-tac-toe games making a comeback. In 2025, the Mass Lottery brought back its $1 Luck of the Irish Tripler with great success. The game is performing 25% better than its other $1 games. Another trend in extended play is the use of multiple playstyles in a single game, such as the Ohio Lottery’s Casino Nights game. The $10 game offers five separate games including tic-tac-toe, match 2, match 3, add up and key number match. It’s also performing well—25% higher than other $10 games currently on sale in the state.
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