SCCG Management Partners with ScratchOdds to Bring a Modern Player-Engagement Platform to the Global Lottery Industry

SCCG Management has entered into a strategic market representation partnership with ScratchOdds, the mobile-first lottery platform that personalizes how players engage with the lottery across more than 41 US states. ScratchOdds turns official, real-time odds data into a transparent, goal-based experience, helping players choose the games that fit their budget and what they actually want from play, and driving the kind of engagement and retention that lottery operators are working to modernize. The partnership positions SCCG as the distribution and advisory channel for ScratchOdds’ expansion into B2B lottery partnerships, white-label licensing, affiliate revenue, and capital formation, connecting the platform to lottery commissions, iLottery operators, affiliate networks, and technology providers across the broader gaming ecosystem.

What ScratchOdds Does

ScratchOdds is a consumer mobile app and web platform that makes lottery play personalized and transparent. Lottery games are not all alike, and different games suit different players and different goals. The real odds shift every day as prizes are claimed, but until now no consumer-facing platform turned that complexity into a clear, personalized experience.

Players start by choosing a goal, whether that is winning a jackpot, winning a big prize, breaking even, or getting the best overall value, along with a budget. ScratchOdds then matches them to the lottery games that best fit that intent, using official prize-inventory data it aggregates daily from more than 41 US states, normalizes, and recalculates into real-time odds for every active game. The result is informed, transparent play: instead of buying blind, players see the actual odds behind each game and choose one that fits what they are actually after.

That personalization is what drives engagement. ScratchOdds converts 14.9% of iOS installs into paying subscribers, three to five times the industry benchmark, wins back roughly one in ten cancelled subscribers, and holds a 4.7-star rating. The platform serves a registered user base of more than 110,000 players and is built mobile-first for the modern lottery player.

The platform was founded by Alex Wolf, a technical founder whose previous company was acquired, and counts Bishop Woosley, former president of the North American Association of State and Provincial Lotteries (NASPL), among its advisors. The combination of proven technical execution and deep lottery industry credibility positions ScratchOdds for expansion into B2B licensing, white-label partnerships with lottery commissions, and affiliate revenue, and to extend its platform across draw games, iLottery, and other lottery formats.

Why This Matters for the Gaming Industry

Lottery is the largest gaming vertical in the United States, generating over $100 billion in annual ticket sales. Instant games represent the dominant share of that revenue today. Yet the lottery sector has attracted far less technology innovation than sports betting or iGaming, particularly at the consumer engagement layer.

That gap creates significant opportunity. State lottery commissions are actively exploring digital engagement tools, mobile-first experiences, and data-driven personalization to reach younger demographics and modernize the player experience. iLottery expansion continues to gain momentum, with more states authorizing online lottery sales each year. Affiliate networks and media companies are beginning to recognize lottery as an underserved content vertical with strong consumer demand.

ScratchOdds is positioned at the center of this shift. Its engagement platform and data infrastructure, already covering more than 41 states and recalculating odds daily across thousands of active games, can be white-labeled for lottery commissions and operators seeking to offer modern, transparent, personalized experiences to their players. The goal-based personalization that drives high session frequency and repeat visits on the consumer side maps directly onto the engagement and retention challenges operators face as they move into digital channels. And because the platform is built around lottery game data broadly rather than a single product, it is designed to extend across draw games, iLottery, and other lottery formats.

What SCCG Brings to the Partnership

SCCG Management will represent ScratchOdds across the gambling and sports entertainment ecosystem, leveraging its network of operator relationships, lottery industry contacts, technology providers, and investor relationships built over more than 33 years in the industry.

The engagement covers SCCG’s standard four-workstream advisory structure: capital introductions, international expansion, commercial partnership development across affiliates and white-label channels, and strategic advisory including M&A introductions. ScratchOdds will also receive access to SCCG’s marketing and content infrastructure, including newsletter distribution to approximately 34,000 gaming industry professionals, thought leadership placement, event visibility, and amplification through SCCG’s digital channels.

Stephen Crystal, Founder and CEO of SCCG Management, will serve as the primary relationship conduit, introducing ScratchOdds to qualified operators, lottery-adjacent platforms, investors, and potential acquirers across SCCG’s global network.

“Lottery is the largest gaming vertical in America and one of the least disrupted by technology. ScratchOdds has built something genuinely new: a real-time analytics layer for scratch-off games that consumers actually use. The white-label and affiliate opportunities are significant, and our network is built to connect those dots.” Stephen Crystal, Founder and CEO, SCCG Management.

“Lottery is one of the largest and least-modernized categories in gaming, and the opportunity isn’t simply better data, it’s a better, more transparent experience for players. ScratchOdds personalizes how people engage with the lottery, matching them to games that fit their goals and budget through real-time official odds, and that personalization is what drives our engagement and retention. SCCG’s network gives us the reach to bring that platform to lottery commissions and iLottery operators worldwide as we expand across scratch-offs, draw games, and iLottery.” Alex Wolf, Founder & CEO, ScratchOdds.

Target Verticals

The partnership will focus on connecting ScratchOdds to several categories of gaming and lottery businesses where a modern player-engagement platform addresses a direct operational or commercial need: state lottery commissions exploring digital engagement and branded player experiences, iLottery platform providers seeking consumer-facing engagement and data modules, lottery affiliate networks and media companies building data-driven lottery content, convenience store and retail chains evaluating consumer engagement tools for lottery sales, and international lottery operators considering US-style personalized lottery experiences for their own markets.