Scientific Games has announced that it is partnering with Kentucky Lottery to implement its customer relationship management and other related marketing systems.
The agreement means that SG, in partnership with Optimove’s platform, now provides CRM strategic marketing services to eight US lotteries, and it said a ninth will “be announced in the coming weeks”.
The new CRM system will be managed by SG’s Senior Director of ilottery Growth Marketing Merv Huber-Calvo, who has also managed a similar system in Pennsylvania, which became the first lottery to surpass $1bn in sales.
Mary Harville, President and CEO of the lottery, commented: The Kentucky Lottery is pleased to partner with Scientific Games to deliver CRM on the Optimove platform and advance important strategic marketing activities.
“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.”
Scientific Games has provided instant games to the Kentucky Lottery since its inception, and partners with the Lottery in the Scientific Games Enhanced Partnership instant game management program. This new marketing strategy strengthens the ties between the two parties.
Amy Bergette, VP Digital Content Studio for Scientific Games, added: “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.
“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.”