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Scientific Games Partners with Optimove
Scientific Games has partnered with Optimove on a groundbreaking project that will pair five U.S. state lotteries with the brightest minds in internet gaming, customer engagement, loyalty, and CRM for each of them to optimize their paid social media campaigns with customized data-driven strategies.
Scientific Games and Optimove will work with the state lotteries over a six-month media buying period to build long-term, impactful marketing programs on social media platforms, including Facebook, using first-party customer data via a direct Optimove-Meta platform integration.
Scientific Games will bring its lottery expertise and industry-specific insight to the project, and Optimove will provide professional services focused on strategic CRM ideation, customer behavior, and first-party data insight to reach target audiences on social platforms.
This combination of market leaders ensures best-in-class ideation, implementation, and measurement of advanced digital marketing practices. The project is set to define best practices for harnessing the power of first-party-based digital advertising for the acquisition, retention, and lifetime optimization of customers in the lottery sector.
Merv Huber, Sr. Director, Digital Growth for Scientific Games, said: “Most government-run lotteries operate with finite advertising budgets and limited resources, while still expected to responsibly grow market share and increase revenue in very competitive environments. This first-of-its-kind collaboration will provide participating lotteries with industry-specific data, insights and services that they typically don’t have access to. This project will set and launch digital advertising best practices to help lotteries achieve their business goals as well as establish standards to support the lottery industry’s long-term growth.”
The project is slated to begin in April 2023 and run through September.
Rony Vexelman, VP of Marketing at Optimove, said: “This joining of forces by leading experts in their respective fields offers exciting prospects for the future of lottery digital advertising. Brands must realize that to succeed in digital advertising they must leverage their first-party data as an integral part of their strategies. Together, for the first time ever, we will be able to set a digital advertising gold standard and help the industry realize the full potential of our impactful CRM tools.”
Under the direct guidance of data scientists and strategic services divisions at Scientific Games and Optimove, the participating lotteries will be able to build custom audiences for highly specialized, paid social media campaigns. The lotteries will appoint their team leads and allocate a portion of their existing digital advertising budget to the project with no additional cost for the expertise or platform tools.
At the end of the project, Scientific Games, Optimove and participating lotteries plan to present insights gained and share best practices at industry conferences and through other collaborative opportunities with lotteries worldwide.
The ELA Games team is proud to announce it has been nominated for two categories at the prestigious SiGMA Americas Awards 2025. It has been shortlisted for the “Most Played Game 2025” and “Best Game Studio 2025” categories.
Joker Cashpot is a prime candidate for the “Most Played Game 2025” category, as it was well received by players and B2B partners, garnering widespread acclaim. Upon release, it quickly became one of the company’s most popular releases, with a margin of 27.7% in Gross Gaming Revenue within its first 30 days, ranking it second in Turnover for the company.
The studio has fostered a culture of creativity and experimentation, earning it a reputation for producing player-favourite games that encourage customer engagement and business growth for partners. ELA Games’ extensive portfolio of over 45 games and operator-friendly offerings has made it a frontrunner for the “Best Game Studio 2025” category.
Yaroslav Soloshenko, ELA Games’ Business Development Manager, commented on the nominations, “It’s an honour to be recognised for these prestigious accolades, as it’s a reflection of our team’s hard work and dedication to excellence. The nominations are for significant categories, showcasing our rapid growth into an influential figure in the iGaming industry. We look forward to attending the awards ceremony, connecting with our partners and meeting new faces.”
The Casino Association of New Jersey (CANJ) issued the following statement regarding the announcement that the Atlantic City Airshow will be returning this summer:
“The Casino Association of New Jersey is thrilled to hear that the Atlantic City Airshow will be returning this summer. The airshow has always been a highlight during the summer season, and we look forward to celebrating this renowned event in July.
“Along with world-class gaming, exciting concerts, a replenished beach, delicious food, and an all-star lineup of entertainment options, Atlantic City is the place to be this summer.
“We want to thank New Jersey Governor Phil Murphy, Atlantic City Mayor Marty Small, CRDA Executive Director Eric Scheffler and Visit Atlantic City President and CEO Gary Musich for their efforts to bring the airshow back.”
SCCG Management, a global leader in gaming advisory and business development, has announced a strategic partnership with Publishers Clearing House (PCH) to explore new social gaming monetization opportunities. This collaboration will leverage PCH’s extensive zero- and first-party consumer database and SCCG’s deep expertise in gaming to drive engagement and revenue growth across social gaming operators.
Founded in 1953, PCH has built a multi-channel digital entertainment platform, blending free-to-play, chance-to-win gaming experiences with a robust direct-to-consumer business model. PCH has awarded over $614 million in prizes, captivating audiences through its famous Prize Patrol and its vast network of web and app-based entertainment properties.
Through this partnership, SCCG will provide advisory and business development services, focusing on monetizing PCH’s massive player base by connecting them with innovative social and Sweepstakes gaming operators. By optimizing first-party data and analytics, SCCG and PCH will create new pathways for engagement and revenue generation in the growing social gaming space.
Stephen Crystal, Founder & CEO of SCCG Management, said: “Publishers Clearing House has a long-standing reputation as a pioneer in digital entertainment and consumer engagement. By combining their vast database of highly engaged users with our expertise in social gaming, we are creating new ways to drive monetization and expand opportunities for gaming operators. We look forward to helping PCH unlock the full potential of their digital ecosystem.”
Ed Leahy, Head of Sales at PCH, said: “We are incredibly excited to partner with SCCG and leverage their unparalleled expertise in gaming and monetization. This collaboration opens up new opportunities to enhance player engagement and drive innovative solutions in the social gaming space. We look forward to unlocking new growth potential together.”
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