Since 2021, the Kentucky Lottery has received digital CRM services from Scientific Games. Partially as a result of this, Kentucky Lottery’s online sales program has grown 179% in the past two years, and has announced a contract extension that will see this partnership continue for an additional four years.
The technology behind this growth is Scientific Games’ result-driven CRM solution, which is delivered via Optimove’s platform – a strategic partner of Scientific Games. For the Kentucky Lottery, this means focusing on retention and omnichannel player engagement in both traditional and online lottery programs, using personalised player insight and player lifecycle data to create optimal marketing and player experiences.
The Kentucky Lottery and Scientific Games have been in partnership since the lottery's opening in 1989, having provided instant games and instant game management programs for the benefit of players and the lottery’s beneficiary programs.
Moreover, Scientific Games is currently in partnership with 12 lotteries across the United States and has been a part of seeing the total retail value of tickets entered into these lotteries' second-chance programs increase by 66% year-over-year.
President of Digital and Sports Betting for Scientific Games Steve Beason said, “We’re proud to extend our CRM partnership with the Kentucky Lottery.
"Keeping up with a fast-moving, omni-channel 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.
“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,” said Mary Harville, CEO and President of the Kentucky Lottery. “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.”
