Scientific Games has inked an agreement with Optimove that will see the latter work with an array of state lotteries. 

As part of the deal, Scientific Games will pair with five US state lotteries to optimise the states’ paid social media campaigns with customised data-driven strategies. 

Over the next six months, Scientific Games will work with the state lotteries media buying period to build long-term, impacting marketing programs on social media platforms and utilise first-party customer data via a direct Optimove-Meta platform integration. 

Merv Huber, Senior Director, Digital Growth for Scientific Games, stated: “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, which is slated to begin in April of this year and run through to September, will be under the direct guidance of data scientists and strategic services divisions at both Scientific Games and Optimove. 

Furthermore, the lotteries will appoint specific team leads and allocate a portion of its existing digital advertising budget to the project, with no additional cost for the expertise or platform tools.

“This joining of forces by leading experts in their respective fields offers exciting prospects for the future of lottery digital advertising,” added Rony Vexelman, VP of Marketing at Optimove. “Brands must realise 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 realise the full potential of our impactful CRM 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.