Kentucky iLottery to utilize Scientific Games’ CRM

Gaming provider now supplies CRM services to eight US state lotteries.

Scientific Games Corporation has today announced an agreement with the Kentucky Lottery in order for it to utilize Scientific Games’ Customer Relationship Management (CRM) to improve the Kentucky iLottery platform.  

Per the agreement, Scientific Games senior director of iLottery growth marketing, Merv Huber-Calvo, will provide CRM strategic services and oversight to the program. Scientific Games’ CRM is currently live in eight US states including Pennsylvania, which was the first iLottery program in the country to reach $1bn in sales.  

“The Kentucky Lottery is pleased to partner with Scientific Games to deliver CRM on the Optimove platform and advance important strategic marketing activities,” said Mary Harville, president and CEO of the Kentucky Lottery. “We’re optimistic that we’ll be able to facilitate exciting new strategies for player retention, including focused campaigns to reach and engage our players digitally, and further enable us to achieve our sales goals.” 

This agreement sees the continuation of a partnership between Scientific Games and the Kentucky Lottery, with the gaming company providing instant games to the service since its launch.  

“We are excited to have the opportunity to take the Kentucky Lottery’s existing iLottery program to the next level with Optimove, our industry-leading CRM platform of choice, and proven marketing strategies managed by our team of CRM experts,” added Amy Bergette, VP digital content studio for Scientific Games. Our solution is making an impact on iLottery programs in states across the US, engaging players with the lotteries’ brand, supporting sales across the digital and retail channels, and ultimately driving more proceeds for beneficiary programs.” 

Scientific Games recently announced the acquisition of the gaming content studios Sideplay Entertainment and Lightning Box. In an interview with Gaming America, SG stated that these acquisitions are part of the company’s plans to become the world’s largest gaming company. It also plans to announce supplying its CRM to another state lottery next month.  

Henry Moore

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