Scientific Games extends CRM partnership with Kentucky Lottery
24th October 2023 7:43 am GMT
Scientific Games has agreed a contract extension to continue to provide the Kentucky Lottery with digital customer relationship management (CRM) services for up to four more years.
Delivered on Optimove’s platform, the CRM solution focuses on driving omnichannel player engagement and retention for the Kentucky Lottery’s traditional retail and digital lottery programs, including second-chance and iLottery.
“CRM has given us the capability to easily segment our players to make sure that the right communications reach the right audience at the right time,” said Kentucky Lottery CEO and president Mary Harville. “From pre-planning to onboarding, to post-launch strategy sessions and reporting, the Scientific Games team has been an important asset when it comes to CRM.
“We’ve seen incredible growth since going live only two years ago and expect to see this trend continue with the recent integration of real-time event triggering and app push functionality.”
Scientific Games’ digital growth marketing team provides personalized CRM services to 12 US lotteries, which saw the total retail value of tickets entered into their second-chance programs increase by 66 per cent during the 2023 fiscal year, with a 40 per cent increase in the total number of tickets entered.
“We’re proud to extend our CRM partnership with the Kentucky Lottery. We’ve already seen great results, and we’re excited about what we can accomplish together in the future,” said Steve Beason, president of digital and sports betting for Scientific Games. “Keeping up with a fast-moving, omni-channel consumer base requires a data-driven marketing approach to achieve growth.
“Our CRM program helps lotteries engage strategically with players and drive retention across key segments.”
Since its digital CRM program launched in 2021, the Kentucky Lottery’s online sales program has grown by 179 per cent.
In addition to the CRM partnership, Scientific Games has provided the Kentucky Lottery with instant games since the lottery began in 1989. The lottery is also part of the Scientific Games Enhanced Partnership, an instant game management program that drives sales performance and increases revenue for the lottery’s beneficiary programs.
