Scientific Games announces partnership with AppsFlyer

A new collaborative project between Scientific Games & AppsFlyer will aim to support US lotteries to optimize advertising and new player acquisition campaigns through data integration. 

Operated through the Scientific Games (SG) Digital Academy, the collaboration allows state lotteries the opportunity to partner with marketing analytics and attribution organization AppsFlyer. The aim is to offer further insight into consumer trends and analytics, utilizing social media and web apps to measure the effectiveness of digital advertising campaigns regarding customer acquisition.  

VP of Marketing at AppsFlyer Carolyn Bao said, “Working alongside analytical, innovative partners like Scientific Games gets to the core of why we do what we do at AppsFlyer. We’re thrilled to be partnering with the Scientific Games’ participating lottery customers to empower their growth and provide them with real-time marketing analytics and actionable insights.” 

AppsFlyer services are already employed by organizations including HBO, JPMorgan Chase, Etsy and Walmart. Lotteries that choose to engage with analytical feedback will gain access to the AppsFlyer platform, where they will be able to measure their campaign performances, understand player behavior and identify sources for new player acquisition. In addition, training and support will be offered alongside access to Scientific Games’ analytical insight service.  

Merv Huber, VP of Digital Growth for Scientific Games, said, “Understanding every aspect of the consumer journey is key to player acquisition. SG Digital Academy’s partnership with AppsFlyer will help participating lotteries make informed, data-driven decisions about their digital ad campaigns.” 

This announcement follows Scientific Games announcing a collaboration with Multiplay as the latest iGaming studio to join its SG Content Hub.  

Will Underwood

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