The company’s CRM team, in partnership with Optimove’s platform, now provides the services to eight lotteries across the US, with a ninth set to be announced in the coming weeks.

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

“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.”

Scientific Games has provided instant games to the Kentucky Lottery since its inception, with the latest partnership aiming to “elevate iLottery and digital engagement programs,” in a bid to “take digital player relationships to the next level in Kentucky.” The company is the world’s largest supplier of instant games, with products representing 70% of global retail sales.

Amy Bergette, VP Digital Content Studio for Scientific Games, commented: “We are excited to have the opportunity to take the Kentucky Lottery’s existing iLottery program to the next level with Optimove, our industry-leading CRM platform of choice, and proven marketing strategies managed by our team of CRM experts.

“Our solution is making an impact on iLottery programs in states across the US, engaging players with the lotteries’ brand, supporting sales across the digital and retail channels, and ultimately driving more proceeds for beneficiary programs.”