LottoInteractive wants to bring the lottery to new audiences by changing it into a game.

The Los Angeles company is announcing today it has launched the Star Match match-3 game for the Georgia Lottery in the hopes of driving the convergence of the $36 billion mobile game industry and the $300 billion global lottery industry.The mobile game gives players a chance to purchase lottery tickets and win cash prizes via digital scratchers with every play.The thinking is that players have the chance to win real money, so they ll be more engaged.

On top of that, the casual puzzle gameplay will attract new kinds of players to the lottery.

Over 50 percent of American adults play the lottery and over 50 percent of the population plays mobile games, said Brian Ward, LottoInteractive CEO and founder.

Star Match is an interactive mobile game and digital scratcher that merges these two segments by delivering a first-of- its-kind crossover experience.

LottoInteractive is developing a full slate of compelling games for lotteries around the world, in the most popular casual mobile game genres.

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