Scientific Games will continue to provide its digital customer relationship management services for up to four years, driving omnichannel player engagement and retention for the Kentucky Lottery’s retail and digital programmes. The Kentucky Lottery has seen a remarkable 179% growth in its online sales programme since the launch of the digital CRM programme in 2021. This growth is attributed to the CRM’s capability to easily segment players and ensure targeted communications.
The Scientific Games team has been instrumental in supporting Kentucky Lottery’s success, from pre-planning to onboarding, post-launch strategy sessions, and reporting. With the recent integration of real-time event triggering and app push functionality, the Kentucky Lottery expects this growth trend to continue.
Scientific Games has been a trusted partner of the Kentucky Lottery since it began in 1989, providing instant games. In addition to CRM services, Scientific Games also supports the Lottery through the Enhanced Partnership programme, which utilizes technology to enhance sales performance for the Lottery’s beneficiary programmes.
Steve Beason, the president of digital for Scientific Games, expressed pride in extending the CRM partnership with the Kentucky Lottery. He emphasized the importance of data-driven marketing in meeting the needs of an increasingly dynamic omnichannel consumer base and achieving growth. Scientific Games’ CRM programme helps lotteries strategically engage with players and drive retention across key segments.
Through its digital growth marketing team, Scientific Games provides personalised CRM services to 12 US lotteries. They have achieved significant success by increasing the value of tickets entered into second-chance programmes by 66% in FY2023.
In April 2022, the lottery group was spun off from Light & Wonder and sold to a private equity company.
