Scientific Games has signed a deal with the Kentucky Lottery to extend its partnership for a further four years and supply the organisation with Scientific Games’ digital Customer Relationship Management (CRM) services.

The Kentucky Lottery first launched the CRM programme from Scientific Games in 2021, reporting a 179% growth in online sales since then.

In addition to CRM services, Scientific Games has provided instant games to the Kentucky Lottery since 1989 and has also signed the lottery into the Scientific Games Enhanced Partnership scheme.

Mary Harville, Kentucky Lottery CEO and President, said: “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.

“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.”

The Scientific Games CRM solution, delivered on the Optimove platform, allows for omnichannel player engagement, individualised insights and data reports.

Steve Beason, Scientific Games President of Digital and Sports Betting, said: “We’re proud to extend our CRM partnership with the Kentucky Lottery.

"We’ve already seen great results and we’re excited about what we can accomplish together in the future.

“Keeping up with a fast-moving, omni-channel consumer base requires a data-driven marketing approach to achieve growth.

“Our CRM program helps lotteries engage strategically with players and drive retention across key segments.”

In other company news, Scientific Games has collaborated with Abacus on lottery solutions for retail stores.