Page 39 - Public Gaming International September/October 2017

gem | Intelligence™ products falls into Retail
Services, but depends on Advanced Logistics
for content. And CRM traverses all four
areas.

So where does the iLab fit in?

Jennifer Welshons: iLab is the part of
the Scientific Games innovation engine
that focuses on the most technologically
advanced solutions. Innovation is at the
foundation of our entire organization. Our
Discovery Team innovates in the physical
instant product space. Our Dream Team
develops fresh, outside-the-box ideas for
new game concepts. Our Digital Content
Studio develops mobile apps, digital strat-
game which provides increased liquidity and managing our global Lottery division, we egy and digital content. I’m proud to lead
much higher prize opportunities. The game think in terms of four functional areas: the Marketing & Insights team that works
combines the thrill of instant wins with the Game Content, Advanced Logistics, Retail across all of these, looking for opportuni-
attention-grabbing appeal of big jackpot Services, and Player Engagement. We work ties to cross-pollinate and promote synergy
games. to break down any functional silos and and collaboration. This is the ‘Holy Grail’
integrate these different disciplines for a theme that has coursed through this entire
The sales and the level of player engagement holistic approach to our customers’ busi- discussion. We are very excited about the
with the WILLY WONKA GOLDEN ness. For instance, supply chain falls under progress we have made towards producing
TICKET game are unprecedented. Beyond the Advanced Logistics team, but obviously synergy and a very collaborative process
fantastic sales performance, a good measure affects the Retail Services team. Digital both within Scientific Games and with our
of the appeal of any new game is the number products like players clubs, loyalty programs, lottery customers. n
of entries generated in a second-chance and second-chance draws are a part of the
loyalty program. For one lottery, second-
chance entries have driven over 12 percent
of their player’s club membership and boast
the most unique users of any instant game
in their loyalty program. We knew that the
brand’s mass appeal would bring in new
players. But we also supported this great
game with a full-court-press consumer
engagement campaign that included
multiple touch points, multi-faceted digital
marketing and second-chance draw oppor-
tunities, and we applied all of our tools and
resources to maximize impact.

Your lottery global headquarters north of
Atlanta is one of five Scientific Games instant
game manufacturing facilities. How does this
giant innovation engine keep the pipeline full
of new content?

Jennifer Welshons: In our Alpharetta,
Georgia facility north of Atlanta alone, Player Engagement team, but work hand-
we design and manage 200 instant games, in-glove with Game Content. In fact, Player
simultaneously and continuously, deliver- Engagement is wrapped around this entire WILLY WONKA & THE CHOCOLATE FACTORY
ing more than 10 million packs of instant process when you consider loyalty programs and all related characters and elements © and ™ Warner
game tickets every month to our North that link games, retail, and promotions. Our Bros. Entertainment Inc. (s17).
American customers. These numbers speak recent acquisition of Sales Force Automation © 2017 Scientific Games Corporation. All Rights
volumes to our constant innovation! As for experts Lapis Software Associates and their Reserved.

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