Scientific Games has underlined its commitment to developing the digital lottery industry via a new US-focused project alongside Optimove, designed to improve customer acquisition and retention.
The programme will see the partners work with five US state lotteries to optimise their paid social media campaigns with customised data-driven strategies.
The project is slated to begin in April 2023 and run through September, with Scientific Games aiming to utilise its lottery expertise and industry-specific insight to the project, having collaborated with various lotteries in the US.
Merv Huber, Senior Director, Digital Growth for Scientific Games, commented: “Most government-run lotteries operate with finite advertising budgets and limited resources, while still expected to responsibly grow market share and increase revenue in very competitive environments.
“This first-of-its-kind collaboration will provide participating lotteries with industry-specific data, insights and services that they typically don’t have access to.
“This project will set and launch digital advertising best practices to help lotteries achieve their business goals as well as establish standards to support the lottery industry’s long-term growth.”
Optimove will focus on strategic CRM ideation, customer behaviour and first-party data insight to reach target audiences on social platforms like Facebook, via its direct Optimove-Meta platform integration.
One of the main objectives of this ‘groundbreaking’ project is ‘to define best practices for harnessing the power of first-party-based digital advertising for the acquisition, retention and lifetime optimisation of customers in the lottery sector’.
Rony Vexelman, VP of Marketing at Optimove, added: “This joining of forces by leading experts in their respective fields offers exciting prospects for the future of lottery digital advertising. Brands must realise that to succeed in digital advertising they must leverage their first-party data as an integral part of their strategies.
“Together, for the first time ever, we will be able to set a digital advertising gold standard and help the industry realise the full potential of our impactful CRM tools.”
The participating lotteries will appoint their team leads and allocate a portion of their existing digital advertising budget to the project, with no additional cost for the expertise or platform tools.
At the end of the project, all parties plan to present insights gained and share best practices at industry conferences and through other collaborative opportunities with lotteries worldwide.