New Organization’s Digital and Sports Teams Expanding to Serve Global Lottery Customers

Scientific Games is building on momentum following its sale to Brookfield Business Partners in April 2022 by expanding the new organization’s digital and sports betting teams and re-aligning leadership to continue serving its digital lottery and lottery sports betting customers globally. The company is also hiring for a number of roles related to its digital and sports business.

Scientific Games promotes three executives as part of company’s digital lottery and lottery sports betting expansion.

Currently, Scientific Games provides digital lottery games, second-chance programs, player loyalty clubs, mobile apps, CRM and iLottery solutions to more than 20 US and 30 international lotteries. The company has lottery sports betting customers in the US, Canada and Europe.

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In the past year, Scientific Games unveiled the Loteria augmented reality game extension at the 2022 World Lottery Summit and launched the lottery industry’s most state-of-the-art player loyalty program for the Missouri Lottery, a new mobile app for the Arkansas Scholarship Lottery, a new second-chance program for the Georgia Lottery and 60 new eInstant games for its global customer base. The company continues to enhance the record-breaking Pennsylvania iLottery program with 46 eInstant games, five eDraw games and more than 11,500 CRM campaigns launched in 2022.

Winning the 2022 Heptagon Awards ‘CRM Team of the Year’ across many industries, Scientific Games’ digital experts recently launched customer relationship programs for four US lotteries and entered into a first-of-its-kind collaboration with Optimove to provide five US lotteries with customized data-driven strategies to optimize their paid social media campaigns, for customer acquisition and retention including on Facebook.

“We are investing in people, products and technology platforms that give lotteries the opportunity to engage with their players across all channels,” said Steve Beason, President of Digital and Sports for Scientific Games. “We’ve pioneered digital and sports betting solutions for lotteries since 2004. Now, in this next era, we’ve redefined our strategic focus and growth paths to position Scientific Games as the global leader in digital and sports to help our customers responsibly drive revenues for their beneficiary programs.”

As part of leadership re-alignment, Amy Bergette was promoted to Senior Vice President of Digital Solutions. A 35-year lottery industry professional, Bergette has extensive experience in all facets of digital programs. She will continue leading global teams to define, expand and drive product and program innovations, manage Scientific Games’ thriving game studios, facilitate the growth and advancement of the company’s digital marketing footprint, manage customer accounts and deliver world-class digital solutions.

Kira Summers has been promoted to Vice President of Operations and Planning for Digital. Summers joined Scientific Games in 2021 with an extensive land-based casino and iGaming program management and operations background. She holds the prestigious Six Sigma Blackbelt and served as the General Manager of the company’s record-breaking iLottery program in Pennsylvania, facilitating the effective planning, operations and P&L of the program and creating a strong customer partnership. In her new role, Kira will create and execute Scientific Games’ long-range plans for digital programs.

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Merv Huber has been promoted to Vice President of Digital Growth. Huber has defined, expanded and facilitated Scientific Games’ extensive growth in the company’s award-winning CRM solutions and strategies, which now serve eleven US lotteries, as well as developed a focused product development team to drive digital product innovation and growth. With 15 years of experience in online horse racing, sports betting and iLottery providing online marketing expertise and digital solutions, Huber is responsible for driving the growth of customers’ digital business globally through product innovations and enhancements, expanded CRM and strategic marketing services.

Additionally, Scientific Games has career opportunities open for the following roles: CRM Manager, Head of Digital Business Development, iLottery Technical Operations Manager, Senior TechOps Engineer, Senior Web Developer, Senior Web Engineer and Senior UI/UX Designer. Experienced professionals may apply for US-based jobs at ScientificGames.com/Careers or e-mail [email protected] to learn more about the company’s international job openings.

Scientific Games launched the first digital instant game in the US in 2014 and is a leading provider of digital games, mobile apps, player loyalty programs and other digital products and services for the global lottery industry. The company provides retail and digital games, technologies, analytics and services to 130 lotteries in 50 countries.

Scientific Games’ digital innovation teams will unveil an augmented reality experience unique to the global lottery industry at the 2022 World Lottery Summit that is now under way in Vancouver, Canada. The company has created a unique AR game extension, connecting players from a physical LOTERIA instant scratch game purchased at retail to a life-like LOTERIA AR second-chance win opportunity played via a mobile app.

The LOTERIA Bonus Night 3D mobile app is available on the App Store and Google Play. World Lottery Summit attendees can visit the Scientific Games exhibit to experience the new augmented reality. The physical scratch game, AR digital extension, and mobile app were all created by the company’s global game studios in partnership with Fremantle, the exclusive licensor of the original Don Clemente LOTERIA.

“The timing for augmented reality is right for lotteries. While the industry has experimented with AR products in the past, the mobile technology is now solidly in place and widely accessible. Players are ready,” Amy Bergette, VP Digital Content Studio for Scientific Games, said.

“Our digital animators brought the original Don Clemente LOTERIA images to life in AR with an advanced second-chance collection promotion that leverages the traditional bingo-style game play inherent with the game. We believe that it rivals the best AR experiences available to consumers. This is just the spark, it’s just the beginning of the endless possibilities in what Scientific Games can offer with AR technology,” Bergette said.

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The company’s AR game extension with a turnkey mobile app is available now so lotteries can easily add it to physical instant games in their 2023 portfolios. For the physical LOTERIA game purchased at retail, Scientific Games added high-definition HD Games symbols, along with LuxShimmer and LuxVelvet special finishing options from its Strategic Product Enhancements to add value to the player’s experience.

“Our multi-channel digital engagement strategy was to connect the physical game purchased at retail with the digital AR experience for players. We also wanted to offer today’s players an enhanced, high-value experience that complements the lottery’s overall portfolio,” John Schulz, President Americas & Global Instant Products for Scientific Games, said.

Scientific Games Corporation has announced that the Company is bringing its industry-leading Customer Relationship Management (CRM) and related marketing services to the Kentucky Lottery to elevate iLottery and digital engagement programs.

Scientific Games’ award-winning CRM team, in partnership with Optimove’s platform, now provides CRM strategic marketing services to eight U.S. lotteries, with a ninth 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. 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,” Mary Harville, President and CEO of the Kentucky Lottery, said.

Scientific Games has provided instant games to the Kentucky Lottery since its inception, and partners with the Lottery in the Scientific Games Enhanced Partnership instant game management program. The Kentucky Lottery is ranked among the Top 20 lotteries in the world for instant game per capita sales (La Fleur’s 2021 Almanac).

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“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 U.S., engaging players with the lotteries’ brand, supporting sales across the digital and retail channels, and ultimately driving more proceeds for beneficiary programs,” Amy Bergette, VP of lottery digital content studio for Scientific Games, said.