Kentucky Lottery Extends Digital CRM Partnership with Scientific Games

Kentucky Lottery, a prominent player in the lottery industry, has chosen to continue its collaboration with Scientific Games to provide digital customer relationship management services. This partnership, facilitated through the innovative platform Optimove, has proven to be a game-changer in enhancing player engagement and retention across both retail and digital programs.

One of the most exciting revelations is that Kentucky Lottery's online sales program has experienced an astounding growth of 179% since the inception of the digital CRM program in 2021. This remarkable surge in sales reflects the profound impact of CRM solutions on lottery programs, redefining their approach to player engagement and satisfaction.

Mary Harville, the Chief Executive of Kentucky Lottery, emphasized the significance of CRM, stating, "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." This precise targeting and communication strategy have been pivotal in driving the lottery's growth.

Furthermore, Harville commended Scientific Games for their continuous support, from the initial planning stages to the implementation of post-launch strategies and reporting. The Kentucky Lottery has witnessed remarkable growth in just two short years and anticipates this positive trend to persist, thanks to the recent integration of real-time event triggering and app push functionality.

Scientific Games, a trusted partner of Kentucky Lottery since its inception in 1989, has also joined hands with the lottery in the Scientific Games Enhanced Partnership, a technology-driven program aimed at optimizing sales performance for the Lottery's beneficiary programs. Steve Beason, the President of Digital for Scientific Games, expressed pride in extending the CRM partnership with the Kentucky Lottery. He highlighted the success they have achieved so far and their excitement about the prospects for the future.

Beason stressed the importance of adapting to a rapidly evolving, omnichannel consumer base by adopting a data-driven marketing approach. This approach is fundamental in achieving sustained growth and player retention across various segments. Scientific Games' digital growth marketing team, which serves 12 U.S. lotteries, reported a significant increase in the value of tickets entered into second-chance programs by 66% in FY2023.

This extension of the CRM partnership marks a significant milestone in the lottery industry, emphasizing the growing importance of data-driven strategies and precision targeting for player engagement and retention. Kentucky Lottery, together with Scientific Games, is poised to shape the future of lotteries and continue to witness impressive growth in the years to come.