Iowa Lottery Embraces Cutting-Edge Self-Service Tech with Scientific Games
The Iowa Lottery is stepping into the future of retail gaming. Scientific Games has finalized the deployment of its PlayCentral Powered by SCiQ self-service terminals at select retailers across the state. This initiative is a significant upgrade in how lottery products are delivered, aligning with modern consumer habits and enhancing operational efficiency.
Meeting Consumers Where They Are
Self-service is no longer a novelty but has become an expectation. Last year, over 79% of U.S. consumers used self-service options in retail settings.
Recognizing this shift, Scientific Games has integrated its SCiQ ecosystem into the PlayCentral terminals. These machines offer players a seamless way to purchase tickets while providing retailers with real-time insights.
For Iowa, this means a smoother, more engaging process that keeps pace with today’s tech-savvy shoppers.
The benefits extend beyond convenience. The SCiQ system embedded in PlayCentral terminals delivers precise data to Iowa Lottery retailers. It tracks sales and manages inventory in real time, reducing guesswork and operational hiccups.
Retailers can maintain stock levels with confidence, ensuring popular games are always available. Meanwhile, the Iowa Lottery gains actionable insights to fine-tune promotions and optimize its scratch game distribution—an edge that supports its mission to maximize revenue.
A Partnership Built on Innovation
Scientific Games and the Iowa Lottery have collaborated since 1985, when the lottery first launched. That partnership has evolved significantly, with Scientific Games now supplying gaming systems, point-of-sale tech, and instant scratch games. The introduction of PlayCentral Powered by SCiQ is the latest chapter.
Mike Cardell, Senior VP of Americas Systems at Scientific Games, praised the move: “SCiQ is revolutionizing how lottery products are managed at retail by delivering both tactical and strategic analytics. We’ve incorporated all of SCiQ’s benefits within our industry-leading PlayCentral self-service machines.”
Cardell added, “It’s a clear advantage for retailers and players alike. We applaud the Iowa Lottery for embracing this technology to stay ahead of the curve.”
Iowa isn’t alone in adopting this innovation. Currently, more than 14,000 PlayCentral terminals operate across 13 North American jurisdictions. Over 8,000 of these feature SCiQ technology, with plans for further expansion in 2025 both domestically and abroad.
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