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Scientific Games’ newest multi-state branded “Game of Thrones” Linked Games, created in partnership with Warner Bros. Discovery Global Themed Entertainment, has launched successfully with Game of Thrones-branded instant scratch, Fast Play, and iLottery games.
In July 2023, Scientific Games and Warner Bros. Discovery Global Themed Entertainment signed a multi-year agreement to extend the partnership and bring HBO’s famous brand to online and retail lottery games.
Key takeaways
- The games bring many opportunities for players to win prizes instantly and a chance to win an experiential prize package, The Seven Kingdoms Experience.
- The Colorado Lottery is the first US lottery to release games inspired by one of the most popular HBO television series.
- Besides creating “Game of Thrones” alongside other popular online and retail game designs, Scientific Games provides technologies, analytics, and services to over 150 lotteries in 50 countries. The list also includes almost every North American lottery.
What can players expect from The Seven Kingdoms Experience?
According to the Scientific Games’ press release, The Seven Kingdoms Experience event will occur in a medieval-style castle winery in Napa Valley, California, in 2025.
Trip winners will be divided into seven “Houses,” including:
- House Targaryen
- House Stark
- House Lannister
The event will consist of multiple rounds of brand-immersive games, giving each trip winner a second chance to win their share of up to $7 million.
The trip winners will get to root for their own “Champion” in a live jousting tournament. One “Ruler” will be chosen from each house to compete for prize money split amongst the house members.
‘Game of Thrones’ scratch game performs well, achieving the highest first-week index
The Colorado Lottery is the first US lottery to launch a Game of Thrones-themed lottery Linked Game. The game gives players the chance to win a once-in-a-lifetime experience.
According to the press release, the game achieved the highest first-week index of any of the Lottery’s $10 games launched in fiscal year 2024. It continues to lead, with four-week sales surpassing all other Colorado Lottery $10 games in the fiscal year 2024 and most games in other price points. It placed third behind a $20 and $50 game.
The Seven Kingdoms Experience has limited availability for North American lottery participation. And most of the current trip winner spots are filled.
Director of the Colorado Lottery, Tom Seaver said in the Scientific Games press release:
“Our players are very excited to play the Game of Thrones scratch game. It’s been a great addition to our game lineup, and as the sales numbers show, it is performing really well for us.”
Scientific Games is looking into a potential second trip opportunity
According to Scientific Games, the Game of Thrones brand resonates exceptionally well with younger audiences who are eligible to play.
V.P. of Licensing for Scientific Games, Tina Hoover said in the news release:
“Our teams are continually innovating to make every lottery winners’ event unique and exciting. We worked with Warner Bros. Discovery Global Themed Entertainment to create an immersive GAME OF THRONES-themed winners experience and to deliver a top-notch winners’ event that we’ve refined over the past 17 years doing prize trips for more than 5,000 lottery players.
Based on the response we have received and participation so far for The Seven Kingdoms Experience, we are looking into a potential second trip opportunity.”
Scientific Games established the lottery Linked Games concept in 2007 and started offering the opportunity to win experiential prizes themed to brands, including:
- “Deal or No Deal”
- “MONOPOLY“
- “The Price is Right”
- Willy Wonka
Such examples represent more than $4.6 billion in retail sales to date.
