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Scientific Games Extends Contract with Kentucky Lottery

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

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.

“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,” Steve Beason, President of Digital and Sports Betting for Scientific Games, said.

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.

Gambling in the USA

Gambling.com Group Completes Acquisition of Odds Holdings, Inc., Parent Company of OddsJam

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Gambling.com Group Limited (Nasdaq: GAMB) (“Gambling.com Group” or the “Company”), a leading provider of digital marketing services for the global online gambling industry, announced today that it completed the previously announced acquisition of Odds Holdings, Inc., the parent company of OddsJam, on January 1, 2025, as planned and on schedule.

The completion of this acquisition underscores Gambling.com Group’s ability to execute strategic transactions efficiently and without delay. This acquisition expands Gambling.com Group’s footprint in the online gambling ecosystem by adding complementary recurring revenue streams from consumer subscription products and enterprise clients. The Odds Holdings platform, powered by state-of-the-art technology for real-time odds data, strengthens the Company’s position as a leader in the global online gambling ecosystem.

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Stake secures Brazil licence, appoints Thomas Carvalhaes as country manager

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Stake, the global betting operator and sportsbook, can proudly announce the approval of its Casino and a Sportsbook licence application in Brazil, showcasing their expansion into the gaming industry and regulated markets

Stake, the global betting operator and sportsbook, can proudly announce the approval of its Casino and a Sportsbook licence application in Brazil, showcasing their expansion into the gaming industry and regulated markets.

Stake demonstrates its dominance after its successful and rapid incursion in new regulated markets in Colombia, Peru, and the acquisition of IdealBet in Italy. This development enhances Stake’s global footprint and positions the company to deliver its product offerings to a rapidly growing audience.

Stake considers Brazil one of its crucial markets, ranking it as their second-largest worldwide. To solidify their commitment and provide top-tier experience, the operator’s centre of operations is located in São Paulo. Stake is focusing on reinforcing local operations, bringing the cutting-edge innovation Stake is known for, and world-class entertainment for Brazilian players.

“For Stake the licence means a further step in its global expansion into regulated markets. In this case, the relevance of the market and the speed in which we have achieved it is a good example of how we work. Stake Brazil users can expect a similar experience to Stake.com; the best customer service, good product, good games and in general what we have always been known for which is to put the customer at the centre of all operations, marketing, and product decisions,”said Brais Pena, Chief Strategy Officer at Stake.

Along with the news of the licence, Stake is hitting this market with a local Country Manager with Thomas Carvalhaes joining the team alongside 10 employees, supported by Stake’s global team of 1000. As the foundational team, they are fully committed to deliver localised experiences that resonate with players while working within the regulatory framework.

“We are very excited about the regulated environment and everything that is happening in the Brazilian market, its growth and the way it is establishing itself. I am taking the lead of a brand that has the ability to innovate and find the right opportunities to speak with the right audience, that is something really powerful and definitely a winning combination,” expresses Thomas Carvalhaes, Brazil Country Manager.

“Looking ahead to next year, we will continue to expand our local team and operations. Stake is already a prominent name in Brazil, with partnerships like Juventude Football club, the UFC, and the Fittipaldi brothers Pietro and Enzo, and we’re optimistic about replicating our successful formula across Latin America.”

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Meridianbet Secures Online Betting License in Brazil

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Meridianbet, a leading global sports betting and gaming operator and part of the Golden Matrix Group (NASDAQ: GMGI), has officially secured an online betting license in Brazil
Meridianbet, a leading global sports betting and gaming operator and part of the Golden Matrix Group (NASDAQ: GMGI), has officially secured an online betting license in Brazil, unlocking access to one of the most lucrative gaming markets in the world.
This achievement allows Meridianbet to offer sports betting and iGaming services across both online and physical channels in a market projected to generate $5.6 billion in gross gaming revenue (GGR) by 2025, according to H2 Gambling Capital.
The license details:
Authorization Number: SPA/MF nº 2.104 – 45
Corporate Name: MERIDIAN GAMING BRASIL SPE LTDA
Brand: MERIDIANBET
“This is a defining moment for the entire Golden Matrix Group and our shareholders,” said Brian Goodman, CEO of Golden Matrix Group.
“Brazil represents an extraordinary market opportunity, and securing this license positions Meridianbet to deliver substantial value. With our proven proprietary technology and operational expertise, we are poised to make a meaningful impact on Brazil’s regulated gaming landscape, starting in 2025.”
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