Scientific Games Taps Pixiu Gaming for MONOPOLY and BATTLESHIP iLottery Games
Scientific Games has added UK-based Pixiu Gaming to its SG Content Hub partner network, setting the stage for new MONOPOLY and BATTLESHIP digital lottery games. The partnership expands Scientific Games’ iLottery offerings as the company leverages its exclusive Hasbro licensing deal to create fresh gaming experiences.
Keno Specialist Enters iLottery Market
Pixiu Gaming brings a decade of experience developing Keno games for North American regulated markets. The London-based studio, founded in 2014, operates with a remote global team and takes its name from a Chinese mythical creature associated with wealth attraction and preservation.
The boutique developer focuses on creating authentic, player-centric games that emphasize engagement. Their addition to the SG Content Hub gives them access to Scientific Games’ distribution network, which reaches 150 lotteries across 50 countries.
“Pixiu Gaming is thrilled to join the SG Content Hub to bring our games to more lotteries,” said Tony Plaskow, Pixiu Gaming Co-Founder. “We look forward to working with Scientific Games and Hasbro to create exciting, brand-sensitive MONOPOLY and BATTLESHIP-themed iLottery game experiences.”
Leveraging Powerhouse Brands
The partnership centers on developing new digital lottery games using two of Hasbro’s most recognizable properties. MONOPOLY remains the lottery industry’s top-performing brand, with 33 lotteries worldwide offering MONOPOLY-themed games in fiscal year 2025. These games generated over $2 billion in combined retail and digital sales during the year.
BATTLESHIP joins MONOPOLY as part of Scientific Games’ portfolio of more than 100 licensed brands. The SG Content Hub also features other Hasbro properties including CONNECT 4, THE GAME OF LIFE, and YAHTZEE. Partner studios gain selective access to these brands when creating games for the platform.
Plaskow emphasized the global appeal of these properties. “These iconic brands are familiar worldwide, and each provides the perfect mix of strategy and luck. We will weave a true-to-brand digital game experience with fun, simple-to-understand content that entertains players.”
Expanding Digital Lottery Options
Matt Lynch, President of Digital for Scientific Games, highlighted how Pixiu Gaming fits into the company’s broader strategy. “We are very excited to partner with Pixiu Gaming, an up-and-coming studio. Their unique approach to game development and artistic vision brings a differentiated offering to market.”
Lynch noted that Pixiu’s games will help expand gameplay options for existing lottery players while attracting new audiences. The partnership aligns with Scientific Games’ goal of creating diverse playstyles and game mechanics through the SG Content Hub.
The platform serves as the government-regulated lottery industry’s premier iLottery content delivery system. It features games from Scientific Games’ own SG Studios alongside content from partner developers worldwide. All games support multiple languages and various play styles to reach different player segments.
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