Pixiu to Create Hasbro-Branded Lottery Games for SG

Scientific Games has taken another step in expanding its iLottery content by welcoming Pixiu Gaming into its new SG Content Hub. The London-based game studio joins a growing list of partners contributing to the hub, which blends in-house creations with titles from other global studios.

Good to know

• Pixiu Gaming joins SG Content Hub to create branded iLottery games.
• The deal includes exclusive Monopoly and Battleship titles under Hasbro licensing.
• Scientific Games continues to grow its digital lottery portfolio with new play styles and mechanics.

Known for its strong presence in North American markets, Pixiu Gaming has now signed on to develop branded games under the Hasbro license for Scientific Games. The first wave will focus on Monopoly and Battleship, two names that already have wide appeal in the lottery space.

By teaming up with Scientific Games, Pixiu gains access to a wider network while contributing its own signature style of player-first game design. The move also reinforces SG Content Hub’s goal of offering high-quality, branded content that resonates with players across multiple jurisdictions.

Monopoly

Monopoly’s place in the iLottery market has been hard to miss. So far in 2025, 33 lotteries across the globe have offered Monopoly-themed games, together generating more than $2 billion in retail and digital sales. Pixiu’s upcoming projects aim to keep that momentum going by introducing new visual designs and gameplay ideas tailored for digital lottery players.

The idea is to mix nostalgic appeal with modern interaction—something Pixiu has done well before in its earlier North American releases.

Growing the SG Content Hub

SG Content Hub serves as a central spot for all Scientific Games digital lottery content, combining its own SG Studios with partners like Pixiu. The partnership helps Scientific Games continue to diversify its game library, especially as player preferences shift and new regulatory environments open up.

The deal also aligns with other initiatives like GameChoice, the AI-driven engine that Scientific Games recently introduced to personalize player journeys. With new content and smarter delivery tools, the company is aiming to stay ahead of changing player expectations.

According to the company, this collaboration is part of a larger plan to give players more ways to engage. That means more play styles, more branded content, and an overall wider range of choices within each jurisdiction.

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