Creating a buzz with an individual game in the lottery industry isn’t easy.
Scientific Games has managed to do so, through its Linked Games portfolio, using one of the most popular television series in history.
“Game of Thrones” has come onto the scene as a scratch ticket and fast play option. Soon, states with online lotteries will join the mix and offer an iLottery version, as well.
Beyond that, the game has launched a once-in-a-lifetime experience through a second-chance promotion that could be worth $7 million.
Colorado Lottery debuted Game of Thrones title in April
The Colorado Lottery was the first to jump at the chance to bring Game of Thrones into its lottery inventory as a $10 scratch game.
The state launched its “Game of Thrones” ticket in April. Through 12 weeks, it performed over 20% higher than any of the lottery’s $10 games launched in 2024. It was Colorado’s top-selling $10 game for several weeks. It currently sits fourth.
Colorado won’t be alone, as lotteries in Massachusetts, North Carolina, Pennsylvania, Maryland, and South Dakota are set to add the game in the coming months. Texas, Delaware, and Connecticut will be jumping on board later in the fall.
Pennsylvania will provide its customers with an omnichannel option. Players can enjoy the game through scratch tickets, fast play, and the Pennsylvania online lottery.
Massachusetts is launching the game at a $5 price point on Aug. 6.
Although “Game of Thrones” has been brought to casinos in the past, this is the first time that the popular TV series has been featured in lottery games.
LaFleur’s projects that “Game of Thrones” linked titles could acquire $320 million in retail sales.
Seven Kingdoms Experience coming in second-chance drawing
As part of the game’s launch across multiple states, it will include a unique experience from a special promotion.
A total of 99 players will be selected for a Linked Games winners’ event involved with “Game of Thrones”, called The Seven Kingdoms Experience.
The Linked Game already has 99% of the available spots secured by participating lotteries.
The featured experience prize includes a trip for two to Napa Valley.
It will be a five-day, four-night outing. That includes airfare for two, transportation from the airport to the hotel, and $1,000 spending money.
Perhaps the biggest aspect of the trip is that all winners will be brought to a medieval-style castle winery, where they will be divided into seven teams.
Those teams will all represent a “house” from the HBO original series.
Multiple rounds of brand-immersive games, including a jousting tournament, will be included.
Winners of the experience will have a chance to earn anywhere from $25,000 to $7 million.
Kyle Rogers, Senior VP of Instant Strategy and Licensing for Scientific Games, told LaFleur’s this experience is what makes partnerships with popular brands successful:
“Each time we create a Linked Game winners’ event, we learn. We also try to create an experience different than the last event. This one is very different because the trip winners will play as a team, and win money as a team.”
The special event will take place in 2025. The Massachusetts Lottery will conduct five rounds of drawings that will also include a pair of $500,000 cash prizes.
Photo by n_defender via Shutterstock
Graphic from Scientific Games
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