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Kentucky Lottery extends CRM deal with Scientific Games

| By Richard Mulligan
Scientific Games has extended its partnership with Kentucky Lottery after its online sales programme achieved notable growth during the first two years.
Scientific Games Kentucky

Scientific Games will continue to provide its digital customer relationship management services for up to four years. The CRM solution, delivered via Optimove, drives omnichannel player engagement and retention for the Kentucky Lottery’s retail and digital programmes.

Kentucky Lottery’s online sales programme has seen growth of 179% since the digital CRM programme was launched in 2021.

“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 Mary Harville, chief executive of Kentucky Lottery. “From pre-planning to onboarding, to post-launch strategy sessions and reporting, the Scientific Games team has been an important asset.

“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.”

Data-driven marketing

Scientific Games has provided Kentucky Lottery with instant games since the Lottery began in 1989. The business also partners with the Kentucky Lottery in the Scientific Games Enhanced Partnership, a technology-driven instant game management programme that seeks to drive sales performance for the Lottery’s beneficiary programmes.

“We’re proud to extend our CRM partnership with the Kentucky Lottery,” said Steve Beason, president of digital for Scientific Games. “We’ve already seen great results and we’re excited about what we can accomplish together in the future.

“Keeping up with a fast-moving, omnichannel consumer base requires a data-driven marketing approach to achieve growth. Our CRM programme helps lotteries engage strategically with players and drive retention across key segments.”

Scientific Games’ digital growth marketing team provides personalised CRM services to 12 US lotteries. It said that in FY2023, the team helped lotteries increase the value of tickets entered into second-chance programmes by 66%.

The lottery group was spun off from Light & Wonder and sold to a private equity company in April 2022.

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