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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.

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Caesars Entertainment Closes Sale of the LINQ Promenade

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Caesars Entertainment announced the closing of the previously announced sale of the LINQ Promenade to a joint venture formed between TPG Real Estate (TPG) and the Investment Management Platform of Acadia Realty Trust (Acadia) for $275 million. Concurrent with the closing of the transaction, Caesars made a $275 million voluntary prepayment of the Term Loan B due 2030 with the proceeds from the transaction.

Latham & Watkins LLP and Brownstein Hyatt Farber and Schreck LLP represented Caesars on the transaction. Kirkland & Ellis LLP provided transaction counsel to TPG & Acadia.

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The Stampede Continues with Aristocrat Interactive’s Buffalo Gold Max Power

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Aristocrat Interactive, Aristocrat’s online Real Money Gaming (RMG) division, announced that the stampede continues with the launch of Buffalo Gold Max Power in the US. This marks the fifth online game in the award-winning and iconic Buffalo portfolio, following the success of Buffalo, Buffalo Gold Collection, Buffalo Chief, and Buffalo Gold Revolution.

Buffalo Gold Max Power builds on the legacy and popularity of Buffalo Gold, a fan-favorite in land-based casinos. This online adaptation is born to entertain with new features powered by Aristocrat’s proprietary Max Power mechanic, offering players up to 46,656 ways to win free spins and collect Gold Buffalos. With dynamic reels that vary from 2 to 6 symbols on every spin and a redefined feature, Buffalo Gold Max Power is ready to create a stampede of excitement.

“For more than a decade, our iconic Buffalo games have captivated players as some of the most iconic slot games in land-based casinos. With Buffalo Gold Max Power, we’re bringing this timeless favorite online with enhanced gameplay and features that players will love. The launch in New Jersey is an exciting milestone as we continue to deliver innovative and memorable gaming experiences globally,” said Josh Morris, SVP Content at Aristocrat Interactive Content & Aggregation.

Earlier this year, Buffalo was awarded the winner of the Top Performing Omni-Channel Slot at the EKG Awards. The launch of Buffalo Gold Max Power is the latest step in Aristocrat Interactive’s strategy to expand Aristocrat’s industry-leading content portfolio into the online space. The game is currently available with online operators in New Jersey, Ontario, Canada and the UK, with more markets to follow overtime.

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Compliance Updates

JCM Global Receives Approval to Operate in West Virginia

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JCM Global announced that it has successfully passed regulatory review and received a manufacturer’s license from the West Virginia Lottery Commission. The license enables JCM to directly sell to and service customers in the state.

“At JCM, we are committed to our customers. While attaining licensing was not required, we pursued it because it allows us to directly provide JCM’s leading technology and advanced systems, backed by our world-class service, and support, resulting in faster service times and simplifying the entire relationship between JCM and our customers,” said JCM SVP – Sales, Marketing & Operations Dave Kubajak in a statement.

JCM recently announced it has attained licenses in Colorado and New Mexico, bringing the company’s total number of active gaming licenses to 177.

In West Virginia, JCM will provide technology, including the iVIZION bill validator; ICB Intelligent Cash Box System, which boosts security and efficiencies across the gaming floor; and the GEN5 thermal printer, which delivers TITO, personalized promotions, and rewards directly to the player.

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