Public Gaming International November/December 2022

time-played limits, helpline messaging, and more. When partnered with Optimove’s responsible gaming predictive algorithm, Scientific Games is able to empower their lottery partners to expand their responsible gaming practices to CRM and identify players that may become at risk in the future. Putting Data to Work Scientific Games understands there is a difference between having lots of data and using that data effectively. The company attributes much of its success to its mantra of putting data in motion rather than leaving it at rest. And one of the many ways Scientific Games puts data in motion is by deriving insights that inform product design and development. The company’s history of building products and solutions backed by science can be seen across every aspect of its business, from the coatings on instant scratch tickets to the advanced systems and hardware that enable the secure ordering, delivery, and sale of those tickets. OrderCast ML, the company’s instant scratch game predictive order platform and a key component of Scientific Games Enhanced Partnership (SGEP) program, is a great example of science-driven product design. OrderCast ML uses machine learning to predict the ideal product mix and inventory levels, ensuring that the right games are delivered to the right place at the right time in the right quantities, all but eliminating costly over-stock or out-of-stock situations. GameChoice is another example of a Scientific Games product rooted in science. The recommendation engine delivers specific product suggestions during a player’s buying journey on self-service terminals to encourage the trial of other lottery products. The recommendations are driven by a logical analysis of player basket data generated by Infuse, which perfectly illustrates how the company’s various platforms all work together to achieve results. The Science Inside Products Below are just a few examples of Scientific Games products that rely heavily on the embedded science inside to drive intelligent business decisions: Powered by OrderCast ML, enables sales reps to customize orders based individual retailer preferences Optimized game orders using machine learning Arming sales forces with granular retail data to guide action Automated, enterprise business intelligence providing end-users with data-driven insights Scientific Games’ original business intelligence tool for game and portfolio analyses Intelligent game distribution with market basket level data enabling bespoke analyses Smart recommendation engine providing players a modern lottery game buying experience Data-driven consumer engagement utilizing multi-variant testing, microsegmentation, predictive analytics, and AI optimizations DIGITAL MARKETING in partnership with

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