Scientific Games partners with Pixiu Games to develop Hasbro iGaming titles

A fresh slate of Hasbro-themed lottery games is expected to hit the UK iGaming market soon, as Scientific Games welcomes London-based developer, Pixiu Games, to its specialised development programme. 

Titles such as Battleship, Monopoly, Yahtzee, Connect 4 and Game of Life all fall under the Scientific Games umbrella – and Pixiu Games has been tasked with developing “authentic, engaging and player-focused” scratchcard and instant win betting products across select Hasbro-owned brands. 

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Initially, the team is to begin working on Battleship and Monopoly titles. Should this labour bear fruit, additional brands may be added to Pixiu Games’ repertoire. 

The decision to onboard Pixiu Games follows more than a decade of success in the iGaming scene. Founded in 2014 and headquartered in London, the software developer has enjoyed notable triumphs as a core keno developer in North America. 

Meanwhile, Scientific Games has stood at the heart of the UK’s National Lottery scratchcard and instant win output for several years, with popular titles like Monopoly Gold and Monopoly Riches Deluxe among the studio’s existing Hasbro lottery catalogue.

Central to the team’s consistent high-quality production is the SG Content Hub – a state-of-the-art in-house system that offers developers vital game-building tools. 

The hub also allows global lottery providers, including the UK National Lottery, to cherry-pick which games they want to add to their portfolio. In this way, the Scientific Games Content Hub is a Netflix-type product tailored to lottery operators. 

And through this pivotal agreement, Pixiu Games will gain access to Scientic Games’ industry-leading, multi-layered content hub – broadening the team’s potential audience. 

Pixiu Gaming co-founder, Tony Plaskow, outlined the team’s excitement at joining Scientific Games: “Pixiu Gaming is thrilled to join the SG Content Hub to bring our games to more lotteries. We look forward to working with Scientific Games and Hasbro to create exciting, brand-sensitive Monopoly and Battleship-themed iLottery game experiences. 

“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.”

Matt Lynch, who was appointed as president of digital at Scientific Games in October 2024, also voiced enthusiasm for the deal with Pixiu Games: “We are very excited to partner with Pixiu Gaming, an up-and-coming studio. 

Hailing Pixiu Games as a needle-mover in the industry, Lynch continued: “Their unique approach to game development and artistic vision brings a differentiated offering to market that will add depth to iLottery portfolios by expanding game play options for existing players while bringing new game experiences to attract new players. 

“Scientific Games is focused on creating an unparalleled range of playstyles and game mechanics for players with the SG Content Hub, and we are proud to soon include play experiences from Pixiu Gaming.”

In an official statement, Scientific Games confirmed that Monopoly lottery products consistently attract more players than any other Hasbro brand – and alone accrued over £1.4bn in retail and digital earnings globally throughout fiscal year 2025. 

For context, Scientific Games serves 150 lotteries and 50 countries worldwide.