The use of scientific tools has often involved learning from other industries and adapting solutions for lotteries. In the instance of player acquisition and retention, customer service management tools are making a difference for 12 U.S. lotteries. Developing a successful CRM program for lotteries took Scientific Games’ vision – and a strategic partnership with Optimove, the first customer-led marketing platform used across a variety of industries. The results-driven CRM solution is customized andmanagedbyScientificGames’ CRMexperts. It’s delivered on the Optimove platform and powered by the combination of rich historical, real-time, and predictive customer data, AIled multichannel journey orchestration and statistically credible multitouch attribution of every marketing action. The solution is adapted to fit wherever the lottery is with its digital journey. It focuses on driving player engagement and retention across both traditional retail and digital lottery programs, including second-chance play and iLottery (if applicable). Individualized insights and a data-driven model of the player lifecycle allow the lottery to personalize and optimize marketing messages to its players just like any other consumer product company. In fiscal year 2023, participating lotteries increased the total retail value of tickets entered into their second-chance programs by 66% year-over-year, with a 40% YOY increase in the total number of tickets entered. The program drove an incremental uplift in total deposits of more than $32 million for three participating lotteries that offer iLottery. Scientific Games engineers and data scientists have collaborated with marketing experts since the company began. All to make foottraffic generating lottery products easier for retailers to sell. Given the volume of many products retailers need tomanage in stores, most relyon category management data from their suppliers for realtime and strategic planning decisions. To scale the lottery category within retail, the industry needed a solution to empower the retailer in a simple and reliable way. In 2016, SCiQ, the lottery industry’s first technology ecosystem for the retail environment wrapped data science around lottery retail for the first time. The ecosystem offered easy, streamlined inventory control and reporting, modern digital menu boards for instant scratch game dynamic display, product security and real-time data analytics to let the lottery and the retailer know what games were selling when and where and perform operational and strategic actions. The system is now integrated into the company’s award-winning self-service PlayCentral Powered by SCiQ vending machines. PlayCentral machines also feature GameChoice, a smart recommendation engine created by Scientific Games that gives players a modern purchasing experience similar to shopping at their favorite retailer online. Using a rich data set, GameChoice delivers specificproduct suggestions during theplayer’s purchasing journey featuring other exciting lottery games and promotions that players like them enjoy. The recommendations are driven by a logical analysis of the player’s lottery “shopping bag or basket” before checkout at the vending machine, along with the history of what lottery products other players purchased together. The engine uses data generated by Infuse, Scientific Games’ automated, enterprise business intelligence providing end-users with data-driven insights. Together, a perfect illustration of how Scientific Games tools all work together to achieve results. Customer Relationship Management Retail Ecosystem GameChoice™, Infuse™, PlayCentral® Powered by SCiQ® and SCiQ® are trademarks of Scientific Games. © 2024 Scientific Games, LLC. All Rights Reserved.
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