Bringing merriment to millions of players across the U.S., holiday game sales were a bright spot in 2024 for many lotteries. Portfolio strategy – with a sprinkle of magic through product enhancements – is essential to unwrapping strong sales in 2025. Holiday scratchers can represent up to 10% of instant game sales annually. That’s why, every year, teams of experts at Scientic Games bring the latest consumer and player trends to life through the company’s annual holiday catalog. The 2025 catalog just dropped, glimmering with innovation and inspiration. Showcasing options for lottery product managers to create just the right mix of products that pop at retail during the holidays, the games in the catalog are curated to appeal to core players, occasional and infrequent players, and gift-givers looking for something extra special. New scratch games across all price points have been validated through Scientic Games’ ONEVoice panel, an online community of consumers who share opinions and participate in surveys, polls and discussions as part of the company’s research. Its industry-leading CRM programs – which help lift lottery sales yearround – are perfect for enhancing holiday performance across eInstants and traditional product lines. “Games that appeal to distinct player segments are carefully selected for our portfolio recommendations for our customers’ upcoming holiday season,” says Danielle Hodges, Senior Director of Instant Product Innovation for Scienti c Games, who has been innovating instant products for 12 years. “With our 2025 holiday scratch games, we’re adding more magic with Strategic Product Enhancements and connecting retail and digital play with new products like Scratch Connect. We’re elevating top-shelf game designs and delivering the best holiday scratch experience to players.” Scratch Connect, one of the company’s newest innovations, is a hybrid instant game with a QR code that takes the player online where they can select a Scratch Connect digital game from a library of entertaining titles chosen by the lottery. A predetermined prize is revealed when the digital play ends. Alternatively, the player can choose NOT to play the digital game and simply turn their ticket in at retail to redeem their prize. As for eInstants, SG Studios continues to deliver immersive eInstant holiday games that delight players’ digital lottery experiences, capturing the essence of the season in festive, themed playstyles. Here are the products that were tops on product managers’ interest lists at the Scienti c Games holiday suite during PGRI Smart-Tech. Daniel Hodge
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