Scientific Games Announces Deal With Digital Analytics Platform AppsFlyer

Global lottery leader Scientific Games recently announced a partnership with AppsFlyer to advance digital ad campaigns and new player acquisition efforts for US lotteries.

The agreement takes form through a six-month project that will utilize data from multiple media channels, including:

  • Social media
  • Search engines
  • Other mobile and web apps

New partnership bolsters state lottery advertising efforts

Scientific Games is the world’s largest producer of lottery instant win games. It provides digital and retail products, services, and technology solutions for 150 lotteries in 50 countries worldwide.

One of those products, the SG Digital Academy, focuses on optimizing state lottery campaigns and growing player engagement. It does this by collaborating with industry experts and sharing insights and best practices in a dynamic online lottery market.

The AppsFlyer partnership utilizes the SG Digital Academy. AppsFlyer receives state lottery campaign data and provides analytics on various channels, such as Google, Instagram, and Facebook, all while ensuring customer privacy.

Meanwhile, participating states gain access to AppsFlyer’s dashboards, which display these metrics and provide insights and suggestions for improvement. AppsFlyer’s solutions have helped top brands across multiple industries, such as JP Morgan Chase & Co, Walmart, and HBO.

Merv Huber, Vice President of Digital Growth for Scientific Games, said in a press release:

“In a competitive advertising environment, lotteries must make the most of their budgets and resources to grow responsibly and maximize revenue for their good cause programs. Understanding every aspect of the consumer journey is key to player acquisition. SG Digital Academy’s partnership with AppsFlyer will help participating lotteries make informed, data-driven decisions about their digital ad campaigns and ultimately grow their player base.”

Scientific Games accounts for 70% of instant scratch game market

If you play the lottery with any regularity, you’ve probably bought a ticket from a Scientific Games brand. Scientific Games’ instant lottery products represent 70% of all instant scratch games worldwide and include:

  • Iconic brands like Monopoly and The Wizard
  • TV shows like Deal Or No Deal, Family Feud, and The Price Is Right
  • Pop culture brands like Betty Boop and the Hollywood Sign
  • Lifestyle brands like the Ford Motor Company

Scientific Games offers a wide range of products, including iLottery programs, customer relationship management (CRM), mobile lottery games, and player-centric loyalty rewards.

“Working alongside analytical, innovative partners like Scientific Games gets to the core of why we do what we do at AppsFlyer,” said Carolyn Bao, AppsFlyer VP of Marketing. “We’re thrilled to be partnering with the Scientific Games’ participating lottery customers to empower their growth and provide them with real-time marketing analytics and actionable insights. Their use of a wide range of AppsFlyer solutions will help optimize their player acquisition efforts and campaign performance across multiple channels.”


Photo by PlayiLottery

About the Author

Hill Kerby

Hill Kerby

Hill Kerby has been writing about the online and retail lottery industry in the US since 2021. He is a contributor to multiple Catena Media sites and has a background in poker, sports and psychology which he incorporates into his writing. You can email him at [email protected].
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