February 13, 2023 3 min read


Scientific Games and Optimove Ink Unique Lottery Partnership

Scientific Games and Optimove have signed an important state lottery agreement for five US states

The worldwide supplier of retail and digital products, services and technology for sports betting and lottery operators has inked the deal with Optimove for six months, from April to September. The customer relationship management (CRM) software provider that became bet365’s first third-party supplier will collaborate with a number of state lotteries in five US states as part of the deal. 

The Project, a “First-of-Its-Kind Collaboration”

As described by Scientific Games’ senior director for digital growth Merv Huber, the fresh deal is the “first-of-its-kind” that is expected to offer all participating lotteries with relevant data from the industry, along with important services and insights that are not usually accessible to them. 

The ultimate goal of the pioneer collaboration is to determine the best methodology that can harness the power of digital advertising via first parties with the purpose of acquiring, retaining and offering lifetime optimization for lottery customers.

The new partnership is expected to help launch the best practices in digital advertising that can aid lotteries to reach their business goals while setting up the right standards to support the development of the lottery industry in the long run. 

While most lotteries that are run by governments use limited marketing budgets and resources, the new deal will allow Scientific Games to work together with lotteries in five states and optimize their existing campaigns on social media. The company will also work on improving its strategies based on industry data. 

To do this, Scientific Games plans to use its rich expertise in the field of lotteries to help build “long-term, impactful marketing programs” on platforms like Facebook. This will be done while relying on first-party customer data through direct integration via the Optimove-Meta platform. The project that will be initiated in April and run through September 2023 will reunite talented strategic service divisions and data scientists part of Optimove and Scientific Games. 

All lotteries part of the project alongside Optimove and Scientific Games will prepare their own insights at the end of the deal. They will also share their discoveries and ideas during upcoming conferences and other similar collaborations with global lotteries.

“Exciting Prospects for the Future of Lottery Digital Advertising”

According to Optimove’s vice president of marketing Rony Vexelman, the new synergy between leading experts in both companies is expected to provide “exciting prospects for the future of lottery digital advertising.” Vexelman spoke about the need for brands to understand that their success in digital advertising must be obtained by leveraging first-party data. 

Optimove’s VP also expressed their belief that the new deal will help establish a “digital advertising gold standard” while allowing the lottery industry to fully grasp the entire potential of their impactful CRM tools.

Last October, Scientific Games announced it would work together with Franϛaise des Jeux, France’s national lottery that provides iGaming and sports betting solutions.

After finishing her master's in publishing and writing, Melanie began her career as an online editor for a large gaming blog and has now transitioned over towards the iGaming industry. She helps to ensure that our news pieces are written to the highest standard possible under the guidance of senior management.

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