Gaming group Scientific Games Corporation (SGC) has announced a new lottery deal that will increase its North American influence.
The British Colombia Lottery Corporation (BCLC) has expanded its deal with SGC to cover the next five years, until 2024. Throughout that period, the SGC-owned SG Digital will be the main supplier of sports betting and online gaming products for all BCLC sites. This includes tools such as player account management. BCLC will also be able to use the SG OpenSports platforms, that includes tools such as promotions, scoreboards and user interfaces.
Cameron Adams of BCLC said that they were excited to continue their partnership:
“Scientific Games has helped power significant growth for BCLC’s PlayNow.com digital gaming site over the past several years, and this will help us to continue to grow and evolve our customer experiences into the future.”
The new deal is the latest move by SGC to increase its coverage. This year, they have struck deals with the Netherlands lottery firm Nederlandse Loterij and Turkish firm Milli Piyango.
And at the same time, the company has also been keen to tackle negative perceptions. Politicians and problem gambling groups have been vocal about the potential dangers of gambling in recent months, on both sides of the Atlantic. Last week, SGC announced that it would be working with the National Council on Problem Gambling to promote responsible gambling. The campaign is designed to prevent the sale of lottery games to children and is a repeat of a similar campaign in 2018.
That involvement reflects the firm’s high profile in the US and Canadian market. The Group Chief Executive at SG Digital, Jordan Levin, said that having worked with BCLC for many years, they were confident their products were the right fit for a Canadian audience.