Scientific Games will continue to provide digital customer relationship management services to the Kentucky Lottery for up to four years through a recent contract extension, and since the launch of the company’s digital CRM program in 2021, the Kentucky Lottery’s online sales program has grown by an impressive 179%, and the Kentucky Lottery has ranked among the top 15 in the world in instant game sales per capita (La Fleur’s 2023 World Lottery Yearbook).
Scientific Games’ results-driven CRM solution, offered on strategic partner Optimiv’s platform, focuses on promoting omnichannel player engagement and retention for Second Chance and iLotto, Kentucky Lottery’s traditional retail and digital lottery program. With individualized insights and a data-driven model of player lifecycle, the Kentucky Lottery can personalize and optimize marketing messages. 온라인경마
“CRM has provided the ability to easily segment our players so that the right communication can reach the right users at the right time. From pre-planning to boarding to post-launch strategy sessions and reporting, the Scientific Games team has been an important asset for CRM,” said Mary Harville, CEO and President of Kentucky Lottery. “We have seen amazing growth since we started live broadcasting just two years ago, and we expect this trend to continue with the recent integration of real-time event triggering and app push capabilities.”
Scientific Games’ Digital Growth Marketing Team offers personalized CRM services to 12 U.S. lottery tickets. The team helped the lottery increase the total retail value of tickets entered into the Second Opportunity Program by 66% year-over-year in fiscal 2023, and increase the total number of tickets entered by 40% year-over-year. Scientific Games was named the CRM Team of the Year at Optimum’s 2022 Heptagon Awards, an award that recognizes high-achieving CRM results across various global industries.
“We are proud to expand our CRM partnership with the Kentucky Lottery. We’ve already seen great results and we’re excited about what we can achieve together in the future,” said Steve Beason, president of digital and sports betting at Scientific Games. “Keeping up with our fast-moving omnichannel consumer base requires a data-driven marketing approach to achieve growth. Our CRM program helps the lottery strategically engage with players and promote conservation across key sectors.”
In addition to the CRM partnership, Scientific Games has provided instant games to the Kentucky Lottery since the lottery began in 1989. The company has also teamed up with the Kentucky Lottery to form Scientific Games Enhanced Partnership, a technology-based instant game management program that increases sales performance and revenue from lottery beneficiary programs.