Lottery adopts Scientific Games’ CRM

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The US state of Kentucky’s lottery now has Scientific Games’ Customer Relationship Management system.


The CRM will be accompanied by related marketing services that are well tried and tested in the iLottery business. It is the eighth US lottery to adopt the CRM, with another to be announced in the coming weeks.

Scientific Games’ CRM team, in partnership with Optimove’s platform, now provides CRM strategic marketing services to eight US lotteries, with a ninth to be announced in the coming weeks. The solution will engage players with the brand, support sales across the digital and retail channels and drive more proceeds for beneficiary programmes.

“The Kentucky Lottery is pleased to partner with Scientific Games to deliver CRM on the Optimove platform and advance important strategic marketing activities,” said Mary Harville, president and CEO of the Kentucky Lottery. “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.”

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