Scientific Games extends Kentucky Lottery deal

Scientific Games, which provides Kentucky Lottery with digital customer relationship management services, has extended its contract for another four years.

The lottery’s online sales programme has grown by 179 per cent since the launch of the company’s digital CRM programme in 2021.

“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. From pre-planning to onboarding, to post-launch strategy sessions and reporting, the Scientific Games team has been an important asset when it comes to CRM,” said Mary Harville, CEO and president of the Kentucky Lottery.

“We’ve seen incredible growth since going live only two years ago and expect to see this trend continue with the recent integration of real-time event triggering and app push functionality.”

Scientific Games’ digital growth marketing team provides personalised CRM services to 12 US lotteries. Kentucky is ranked among the top 15 lotteries in the world for instant game per capita sales, according to La Fleur’s 2023 World Lottery Almanac.