Scientific Games and the Kentucky Lottery have signed a four-year contract extension.
Under this collaboration, Scientific Games will continue offering the Kentucky Lottery its digital customer relationship management services. In a recent Scientific Games news release, Steve Beason, president of digital and sports betting, said:
“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.
Keeping up with a fast-moving, omnichannel 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.”
What is Scientific Games offering the Kentucky Lottery?
Scientific Games specializes in delivering retail and digital gaming technologies, analytics services, and solutions for lottery and sports betting operators. The primary focus is on leveraging these offerings to generate revenue for government-sponsored lottery organizations.
In 2022, Scientific Games launched its CRM program, and since then, the Kentucky Lottery has used it, which has been instrumental in driving an increase of 179% in online sales. The result-oriented CRM service focuses on enhancing player retention and engagement across both traditional and digital lottery offerings throughout the state.
This implementation will enable the lottery to tailor and enhance marketing messages by using personalized insights and a data-driven player lifecycle model.
In addition to the CRM program, the Kentucky Lottery will also benefit from Scientific Games’ Enhanced Partnership, a data-driven instant game management program that improves sales.
Mary Harville, CEO and president of the Kentucky Lottery said in the news release:
“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. 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 established a strong presence in the lottery industry
The multinational expert in lottery technology has maintained a partnership with the Kentucky Lottery since 1989, supplying them with instant games since the lottery’s inception.
Over the years, Kentucky has steadily achieved significant milestones, placing it among the top 15 lotteries in the world in terms of per capita instant game sales, as reported in La Fleur’s 2023 World Lottery Almanac.
Scientific Games’ Digital Growth Marketing Team is responsible for providing personalized CRM offerings to 12 US lotteries. In recognition of its work, it won CRM Team of the Year at the 2022 Optimove’s Heptagon Awards.
More recently, they achieved remarkable results in the 2023 fiscal year by enabling a 66% year-over-year gain in lottery ticket sales for the second chance program, together with a 40% year-over-year growth in the total number of tickets entered.
In other news, Kentuckians have bet nearly $250 million on sports thus far, which may increase the likelihood of the state’s Governor Andy Beshear being reelected.