Scientific Games partners AppsFlyer in new player acquisition project

Scientific Games has partnered with marketing attribution and analytics platform AppsFlyer as part of a six-month project to support lotteries across the United States.

The project will integrate data from all social media, search engines and other mobile and web apps to help optimize lottery digital ad campaigns and new player acquisition.

The six-month project is being offered through the SG Digital Academy, allowing state lotteries to partner with AppsFlyer for audience activation and insights to measure their digital advertising with a complete view of consumer analytics across dozens of apps, including Google, Facebook, Snapchat and Instagram.

“Working alongside analytical, innovative partners like Scientific Games gets to the core of why we do what we do at AppsFlyer,” said AppsFlyer vice president of marketing Carolyn Bao. “We're thrilled to be partnering with the Scientific Games' participating lottery customers to empower their growth and provide them with real-time marketing analytics and actionable insights.

“Their use of a wide range of AppsFlyer solutions will help optimize their player acquisition efforts and campaign performance across multiple channels.”

Participating lotteries will have access to AppsFlyer’s platform and dashboards to identify the sources of new player acquisitions, measure campaign performance in real time and understand player behavior and engagement.

Lotteries will also receive training and technical support, as well as access to Scientific Games’ analytics and insights services.

“In a competitive advertising environment, lotteries must make the most of their budgets and resources to grow responsibly and maximize revenue for their good cause programs,” said Scientific Games vice president of digital growth Merv Huber. “Understanding every aspect of the consumer journey is key to player acquisition.

“SG Digital Academy’s partnership with AppsFlyer will help participating lotteries make informed, data-driven decisions about their digital ad campaigns and ultimately grow their player base.”

Through privacy-first collaboration and analytics, AppsFlyer works with some of the world’s leading brands, including Walmart, HBO, Etsy and JPMorgan Chase & Co.