Lottery game provider Scientific Games is celebrating the one-year anniversary of its partnership with Medallia, a maker of enterprise customer experience platforms.
The partnership has helped lotteries achieve 360-degree visibility into players’ online experiences, using in-the-moment feedback to optimize online engagement.
Three US lotteries are already participating in the program and those lotteries – Maryland, Pennsylvania and South Carolina – all rank among the top 15 performing lotteries worldwide, according to La Fleur’s 2022 World Almanac.
Medallia has collaborated with more than 2,000 brands, including Hyatt, Four Seasons and even 7-Eleven.
Lee Becker, SVP for Public Sector at Medallia, said, "Our customer experience technology offers insights on players' digital behavior that the lottery industry has never had before. Medallia's digital solutions empower teams to understand customer behaviors and intentions, and use that information to curate intuitive, personalized experiences in real time."
Medallia’s partnership with Scientific Games uses a player feedback tool built into the lottery’s website or mobile app as well as an interaction analytics tool that allows the lottery to improve future player engagement.
Christina Hura, Director of Customer Experience for Scientific Games, said, "This technology collaboration provides a powerful enhancement to our own research and data analytics, providing a much deeper understanding of how players engage and the moments that matter most in the players' digital interaction with lottery.
"The direct line to the voice of the player combined with behavioral data provides the critical insights we need to optimize the player experience across their digital journey. Our goal is to help lotteries build a consistent pipeline of promoters, accelerating digital share of wallet."
Scientific Games serves more than 30 iLottery customers worldwide with gaming content and other digital programs, including CRM, loyalty, promotions, second chance and mobile and web applications.
