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// PUBLIC GAMING INTERNATIONAL // September/October 2016
In 2007, the Pennsylvania Lottery challenged the company
to build a solution for future growth up to $2 billion and
beyond. Scientific Games deployed its
OrderCast
predictive
analytics tool and fully integrated it into the existing
SciTrak
Ultra
system. The Pennsylvania inside sales team now had the
game mix insights to help grow profits – not just sales – for
the Lottery and its retailers. Since the addition of
OrderCast
,
the Lottery’s instant game sales have grown nearly $1 billion
in just eight years.
“We like that our customers view us as more than an instant
game supplier. Scientific Games is a company that adds
value to their business and helps them meet their goals and
objectives—that helps them get to their magic number,” says
Sam. “We are aligned with our customers and understand
what their challenges are, and we continue to innovate
solutions for them.”
He shares a bit more about his philosophy on customer
relationships but in the end, he is very candid about what
differentiates the company. “Other suppliers want to sell
instant games. Scientific Games sells long-term solutions.”
Sam also knows that the instant game is a complex product.
“
CSP
simplifies it for lotteries. It is a very scientific approach,
from the data analytics platform we use to the automated
sorting and predictive ordering technology. If lotteries want
to grow their net profits,
CSP
is the way to do it.”
Perhaps that’s why instant game per capita sales for all U.S.
lotteries using
CSP
services outpaced the industry by 40
percent in 2015. The program’s operating scale accounts for
approximately one-third of total U.S. retail sales. Based on
real results achieved for customers, it is currently the most
successful and effective category management program in
the industry.
Research continues to play a leading role in the
CSP
program
Sam now leads. He works closely with data scientists and
consumer researchers in the company’s Insights group.
“The more we understand consumer motivations, the better
the chance we have to keep existing players and add new
players to the mix. There is a large segment of consumers out
there who don’t play lottery games yet—but they play other
games,” he says. “We haven’t even scratched the surface with
consumers.”
As we wrap our conversation, the talk turns to digital media
(interactive games). But Sam lives and breathes instant games.
“Digital media is an exciting and growing part of our
business—it is a promotional platform that makes all games
better. But if you watch players like I do, scratch tickets offer
a very special experience. You hold that game in your hand,
scratch it, and hopefully put that winner in your pocket. They
may be augmented by digital media, but I don’t believe
instant games will ever be completely replaced.”
We trust that he knows what he’s talking about.
All ® notices signifiy marks registered in the United States.
© 2016 Scientific Games Corporation. All Rights Reserved.
XX // PUBLIC GAMING INTERNATIONAL // September/October 2016
NEW CONTRACT INITIAL CONTRACT
AWARD AWARD
1998
2007
2015
$458.1 M
$3 B
$2.5 B
$2.0 B
$1.5 B
$1 B
$500 M
$0
Pennsylvania Lottery:
A History of Instant Product Growth
$1.70 B
$2.59 B
“
CSP
simplifies [instant
games] for lotteries. It is a very
scientific approach, from the data
analytics platform we use to the
automated sorting and predicitive
ordering technology. “
-SamWakasugi
VP, Global
CSP
Services
Scientific Games