28 / 76
28
// PUBLIC GAMING INTERNATIONAL // January/February 2016
PUBLIC GAMING
INTERVIEWS
Gavin
ISAACS
President and Chief
Executive Officer
Paul Jason, PGRI:
What are your main
objectives for 2016?
Gavin Isaacs:
Scientific Games is
continuing on the path we have set. Our
mission is straightforward. We want
to empower our customers by creating
the world’s best gaming and lottery ex-
periences. Our primary focus is on cre-
ating games that excite the consumer,
and technology and services that make
it more convenient for the consumer to
interact with lottery. We also continue to
focus on making it more profitable for re-
tailers to deliver enjoyable lottery playing
experiences to their customers.
Jim Kennedy:
Gavin has crystallized
a clear sense of purpose for Scientific
Games. Our pathway to success has al-
ways been to serve the customer. So our
mission to empower our customers be-
gins with providing lottery operators and
retailers with the tools that deliver value
to the consumer.
The lottery playing experience in-
cludes entertaining games that offer ex-
citing chances to win great prizes. Creat-
ing amazing game content is key to our
value proposition to the player. This has
always been the core mission of Scientific
Games, and the results of this leadership
are evident in our customers’ success.
There is a tremendous opportunity to
enhance the consumer value proposition
by taking a broader view of the overall
lottery player journey with the category.
Viewing the entire experience as a
player journey also reveals the way that
the market has changed over the last 10
years. The consumer is now presented
with more and more gaming entertain-
ment choices, immediate access via tech-
nology, and the convergence of markets.
G. Isaacs:
That really describes the
whole purpose of creating the fully in-
tegrated gaming company that Scientific
Games has become. The convergence of
consumer markets is best served by an in-
tegration of the products, games, messag-
ing and delivery systems on the operator
and supplier side of the business.
What exactly is “convergence,” and how
can government lotteries be more proactive
to benefit from the opportunities that con-
vergence is creating?
J. Kennedy:
The real innovation is
about turning the phenomenon of con-
vergence into positive outcomes for lot-
tery operators, retailers, and players. We
do this when we harness and integrate
across media and distribution channels
to reach and appeal to the broadest range
Continued on page 30
Jim
KENNEDY
Group Chief Executive of Lottery,
Scientific Games Corporation
On Empowering the Customer