International Game Technology PLC announced that its subsidiary, IGT Global Solutions Corporation, has extended its two contracts with the Kentucky Lottery Corporation until 2036. Under the terms of the new extensions, IGT will upgrade the Kentucky Lottery’s central system to IGT’s high-performing Aurora platform, deliver new point-of-sale hardware for 3400 lottery retailers across the State, and deploy an upgraded iLottery system that includes cloud integration.

“The Kentucky Lottery has partnered with IGT since operations first began and we have continued to look for ways, in partnership with IGT, to modernize our offerings over the last 30-plus years. Enhancing our lottery solutions with IGT’s retail and iLottery systems and convenient self-service retail terminals will provide more opportunities for us to responsibly grow our sales and return additional funds for scholarships and grants for Kentucky college students,” Mary R. Harville, President & CEO of Kentucky Lottery Corporation, said.

“The Kentucky Lottery has always been at the forefront of lottery innovation and IGT is pleased to continue supporting these modernization efforts. IGT’s future-forward mindset and next-generation product portfolio are critical in today’s evolving lottery space. Over the next 10 years, we will build upon our longstanding partnership with the Kentucky Lottery and deploy our sophisticated technology to further enhance the player experience,” said Jay Gendron, IGT Chief Operating Officer Global Lottery.

“In 2016, the Kentucky Lottery became one of IGT’s first U.S. customers to launch an iLottery program. Since then, IGT has worked with the Kentucky Lottery to triple the number of online draw games available to players, as well as provide a vast portfolio of compelling eInstant games. IGT’s cloud-based iLottery platform will offer the Lottery more flexibility, increased analytics and a full suite of advanced player-management features and responsible gaming tools,” said Srini Nedunuri, IGT Senior Vice President Global iLottery.

Advertisement

As part of the Company’s player-centric omnichannel solution OMNIA, IGT’s Aurora platform was developed to drive lottery innovation and profitability, and will provide the Kentucky Lottery with intuitive, user-friendly applications, tools, and reporting capabilities. Components of Aurora such as Performance Wizard, Retailer Wizard, and Sales Wizard will be deployed to the cloud for optimal functionality. IGT will also deliver 4000 new Retailer Pro terminals and ticket checkers, and an additional 850 GameTouch 28 lottery vending machines.

The Kentucky Lottery will also receive IGT’s upgraded iLottery system. Among many benefits included in this upgrade are added security, dynamic scalability, and a reduced time to market for system enhancements. It also facilitates faster and easier integration of data and insights as a further enrichment to the overall player experience. IGT’s iLottery system also incorporates comprehensive responsible gaming features.

Scientific Games will continue to provide the Kentucky Lottery with digital customer relationship management services for up to four years through a recent contract extension. Since the company’s digital CRM program launched in 2021, the Kentucky Lottery’s online sales program has experienced an impressive 179% growth. Kentucky is ranked among the Top 15 lotteries in the world for instant game per capita sales (La Fleur’s 2023 World Lottery Almanac).

Scientific Games’ results-driven CRM solution, delivered on strategic partner Optimove’s platform, focuses on driving omnichannel player engagement and retention for the Kentucky Lottery’s traditional retail and digital lottery programs, including second-chance and iLottery. Individualized insights and a data-driven model of the player lifecycle allow the Kentucky Lottery to personalize and optimize marketing messages.

“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,” said Mary Harville, CEO and President of the Kentucky Lottery. “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.”

Scientific Games’ Digital Growth Marketing Team provides personalized CRM services to 12 U.S. lotteries. In fiscal year 2023, the team helped lotteries increase the total retail value of tickets entered into their second-chance programs by 66% year-over-year, with a 40% YOY increase in the total number of tickets entered. Scientific Games was named CRM Team of the Year at Optimove’s 2022 Heptagon Awards, which recognizes high-achieving CRM results across a wide variety of global industries.

Advertisement

“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,” said Steve Beason, President of Digital and Sports Betting for Scientific Games. “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 addition to the CRM partnership, Scientific Games has provided the Kentucky Lottery with instant games since the Lottery began in 1989. The company also partners with the Kentucky Lottery in the Scientific Games Enhanced Partnership, a technology-driven instant game management program that drives sales performance and increases revenue for the Lottery’s beneficiary programs.