Scientific Games has extended its partnership with Kentucky Lottery after its online sales program experienced notable growth in its first two years.

Scientific Games will continue to offer its digital customer relationship management services for up to four years. The CRM solution delivered through Optimove drives omnichannel player engagement and retention for the Kentucky Lottery’s retail and digital programs.

The Kentucky Lottery’s online sales program experienced 179% growth since launching the digital CRM program in 2021.

“CRM has given us the ability to easily segment our players to ensure the right communication reaches the right audience at the right time,” said Kentucky Lottery Executive Director Mary Harville. “From pre-planning to onboarding to strategy sessions and post-launch reporting, the Scientific Games team has been an important asset.

“We have experienced incredible growth since launching just two years ago and expect this trend to continue with the recent integration of real-time event triggering and app push functionality.”

Data-driven marketing

Scientific Games has supplied the Kentucky Lottery with instant games since the lottery’s founding in 1989. The Company also partners with the Kentucky Lottery through the Scientific Games Enhanced Partnership, a technology-driven instant gaming management program designed to increase sales performance for the Lottery’s beneficiary programs.

“We are proud to extend our CRM partnership with the Kentucky Lottery,” said Steve Beason, President of Digital at Scientific Games. “We have already achieved great results and are excited about what we can achieve together in the future.

“Keeping pace with a fast-paced omnichannel customer base requires a data-driven marketing approach to achieve growth. Our CRM program helps lotteries strategically engage with players and increase customer loyalty in key segments.”

Scientific Games’ digital growth marketing team provides personalized CRM services for 12 US lotteries. It said the team helped lotteries increase the value of second-chance program tickets by 66% in fiscal year 2023.

The lottery group was spun off from Light & Wonder and sold to a private equity firm in April 2022.