SG partners with AppsFlyer on US project

Scientific Games is working with analytics platform AppsFlyer on a project supporting US lotteries.

The six-month project aims to optimise lottery digital ad campaigns and new player acquisition by integrating data from many sources including social media, search engines and mobile apps.

US state lotteries will partner with AppsFlyer for the duration of the project, measuring audience activation and digital advertising.

“Working alongside analytical, innovative partners like Scientific Games gets to the core of why we do what we do at AppsFlyer,” said Carolyn Bao, AppsFlyer VP of marketing. “We’re thrilled to be partnering with the Scientific Games’ participating lottery customers to empower their growth and provide them with real-time marketing analytics and actionable insights. Their use of a wide range of AppsFlyer solutions will help optimise their player acquisition efforts and campaign performance across multiple channels.”

Merv Huber, vice president of digital growth for Scientific Games, said, “In a competitive advertising environment, lotteries must make the most of their budgets and resources to grow responsibly and maximize revenue for their good cause programs. Understanding every aspect of the consumer journey is key to player acquisition.

“SG Digital Academy’s partnership with AppsFlyer will help participating lotteries make informed, data-driven decisions about their digital ad campaigns and ultimately grow their player base.”