Scientific Games expands lottery licensing agreement for Warner Bros. brands

July 18, 2023 1:46 PM

Scientific Games expands lottery licensing agreement for Warner Bros. brands

Photo: Scientific Games
  • CDC Gaming Reports
July 18, 2023 1:46 PM
  • CDC Gaming Reports

Scientific Games today announced an exclusive new multi-year agreement with Warner Bros. Discovery Global Themed Entertainment to bring the entertainment and media company’s brands to digital and retail lottery games. The expanded partnership with Warner Bros. features limited worldwide rights on motion-picture and television brands, including Caddyshack, Elf, “Friends,” National Lampoon’s Vacation, The Wizard Of Oz, and
Willy Wonka & The Chocolate Factory.

The global lottery company also announced this week the addition of the epic Game of Thrones brand, now available for the first time in retail and digital lottery games.

In fiscal year 2022, licensed branded games created by Scientific Games for U.S. lotteries represented $2.7 billion in retail sales. Renowned for science-based products and solutions that drive maximum proceeds for lottery beneficiary programs, the company applies advanced consumer research techniques to assess a brand by Power Index, which is a measure of the intensity of “liking” that a brand possesses.

Kyle Rogers, Vice President of North American Instant Products for Scientific Games, said, “We’ve enjoyed a highly successful partnership with Warner Bros. Discovery Global Themed Entertainment over the years and continue to expand on it. These are some of the most widely popular brands across television, film, and streaming available to lottery players worldwide today.”

Scientific Games began its relationship with Warner Bros. Discovery Global Themed Entertainment in 2009, launching the company’s first licensed brand The Wizard of Oz for the Kansas Lottery. To date, 16 lotteries worldwide have launched The Wizard of Oz games, including instant scratch, FastPlay, and digital.

In recent years, the Willy Wonka Golden Ticket instant scratch game topped $1 billion in retail sales and generated approximately $300 million in returns to the 18 participating states’ general funds and beneficiary programs such as education, elderly care, and the environment. The first Willy Wonka Golden Ticket linked instant game with an up to $1 billion prize opportunity offered the largest prize in U.S. history. Scientific Games pioneered Linked Games winners’ events in 2007 and has since produced more than 30 major events for the lottery industry.