The Colorado Lottery is seeing positive results from the SCiQ technology rollout.
Created by Scientific Games (SG), these vending machines for scratch and instant tickets help take marketing and labor work out of the retailers’ hands.
Colorado has installed the machines at major chains around the state. In those locations, scratch sales have increased by as much as 13.7% since doing so.
While Colorado isn’t among the states with online lotteries, it is one of the few where courier Lotto.com offers online sales of the state’s scratch tickets.
These SCiQ vendors can make that transaction easier for the courier to get tickets back to their online customers.
What are SCiQ lottery vendor systems?
Scientific Games created these SCiQ ecosystems back before the COVID-19 pandemic.
However, their value has increased more in recent years, and SG has managed to advance the development of them.
These machines work for scratch and instant games as a dispensing lottery vendor. On top of that, they also automatically keep track of sales trends and data.
With each sale, the SCiQ vendor tracks every unit of product. They also provide information to the retailers about what games are excelling and when new orders are needed.
They even offer visual enhancements with digital menu boards that are easy for customers to read and follow. In addition, the SCiQ systems supply enhanced ticket security, too.
Colorado has installed these machines at major chains like Circle K, King Soopers, Kroger, and more. State Lottery Director Tom Seaver told LaFleurs that the response to SCiQ has been great:
“The response from our retailers has been very positive. They are excited by the sales and commission increase, the modern footprint in stores and the operational efficiencies the technology brings. We have some chain stores that are now incorporating a space for SCiQ when they are planning a store renovation.”
Colorado reported $587.9 million in scratch sales for FY24, down 1.5% from the previous year. However, the state is encouraged by the impact of the SCiQ systems.
Others like Arizona, Illinois, Kansas, Ohio, Oklahoma, Pennsylvania, and Texas are also working with SG to roll out these systems in their states.
King Soopers renovating to accommodate SCiQ
During Wednesday’s Colorado Lottery commission meeting, Scientific Games Director of Sales and Marketing, Jill Cummiskey, provided a brief update on SCiQ to the state.
Cummiskey noted stores that installed the machines were pleased with the performance. Many were looking to expand into more.
King Soopers was a particular target. A number of its locations didn’t have space for the vendor systems because of permanent shelving that had been installed previously at customer service counters.
SG communicated with the chain and let it know it couldn’t install a full 24-game unit in those stores due to the issue. However, the store has been given approval to remove the permanent shelving to make room for the larger SCiQ systems.
Cummiskey noted the importance of that. It should lead to a greater impact on scratch sales for the state. These machines have helped drive up larger price points:
“We know that there’s a ton of growth at our high price points, specifically that $50 game, and being able to sell that in customer service, and having more points of access within a prominent location like King Soopers is absolutely amazing, and the partnership with them has been really great.”
NBA, Jurassic Park options on the horizon for Scientific Games
Cummiskey also noted, on Wednesday, a pair of new partnerships SG is creating to help the Colorado Lottery.
The first is a deal with the NBA, so the gaming vendor can create new scratch tickets featuring teams from the league.
In the case of Colorado, that would include the Denver Nuggets:
“Scientific Games is just finalizing our partnership with the NBA. We’re actually getting a master license that we can do NBA scratch tickets, which is really cool. The lottery then has worked on a partnership with the Nuggets specifically, so those two together will allow us the potential to do a Denver Nugget scratch ticket.”
Cummiskey announced that SG was working on a partnership with the movie franchise “Jurassic Park,” as well.
The title will be part of its Linked Games portfolio. Similar to what SG did with “Game of Thrones,” a special second-chance promotion will run that offers a once-in-a-lifetime experience.
The new “Jurassic Park” game is expected to launch in partnership with the new movie from the franchise, “Jurassic World Rebirth,” scheduled to release on July 2, 2025.
Photo by Steve Snowden via Shutterstock
Graphic from the Colorado Lottery
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