21.03.2023

by Kamil Pyziak

Scientific Games powering up digital and sports leadership

Scientific Games is building on momentum following its sale to Brookfield Business Partners in April 2022 by expanding the new organization’s Digital and Sports Betting teams and re-aligning leadership to continue serving its digital lottery and lottery sports betting customers globally. The company is also hiring for a number of roles related to its digital and sports business.

Record-breaking programs

Currently, Scientific Games provides digital lottery games, second-chance programs, player loyalty clubs, mobile apps, CRM, and iLottery solutions to more than 20 U.S. and 30 international lotteries. The company has lottery sports betting customers in the U.S., Canada and Europe.

In the past year, Scientific Games unveiled the LOTERIA augmented reality game extension at the 2022 World Lottery Summit and launched the lottery industry’s most state-of-the-art player loyalty program for the Missouri Lottery, a new mobile app for the Arkansas Scholarship Lottery, a new second-chance program for the Georgia Lottery, and 60 new eInstant games for its global customer base. The company continues to enhance the record-breaking Pennsylvania iLottery program with 46 eInstant games, five eDraw games and more than 11,500 CRM campaigns launched in 2022.

Winning the 2022 Heptagon Awards “CRM Team of the Year” across many industries, Scientific Games’ digital experts recently launched customer relationship programs for four U.S. lotteries and entered into a first-of-its-kind collaboration with Optimove to provide five U.S. lotteries with customized data-driven strategies to optimize their paid social media campaigns, for customer acquisition and retention, including on Facebook

“We are investing in people, products and technology platforms that give lotteries the opportunity to engage with their players across all channels,” said Steve Beason, President of Digital and Sports. “We’ve pioneered digital and sports betting solutions for lotteries since 2004. Now, in this next era we’ve redefined our strategic focus and growth paths to position Scientific Games as the global leader in digital and sports to help our customers responsibly drive revenues for their beneficiary programs.”

As part of leadership re-alignment, Amy Bergette was promoted to Senior Vice President of Digital Solutions. A 35-year lottery industry professional, Bergette has extensive experience in all facets of digital programs. She will continue leading global teams to define, expand and drive product and program innovations, manage Scientific Games’ thriving game studios, facilitate the growth and advancement of the company’s digital marketing footprint, manage customer accounts, and deliver world-class digital solutions.

Crucial promotions

Kira Summers has been promoted to Vice President of Operations and Planning for Digital

Summers joined Scientific Games in 2021 with an extensive land-based casino and iGaming program management and operations background. She holds the prestigious Six Sigma Blackbelt and served as the General Manager of the company’s record-breaking iLottery program in Pennsylvania, facilitating the effective planning, operations and P&L of the program, and creating a strong customer partnership. In her new role, Kira will create and execute Scientific Games’ long-range plans for digital programs.

Merv Huber has been promoted to Vice President of Digital Growth

Huber has defined, expanded and facilitated Scientific Games’ extensive growth in the company’s award-winning CRM solutions and strategies which now serve 11 U.S. lotteries, as well as developed a focused product development team to drive digital product innovation and growth. With 15 years of experience in online horse racing, sports betting and iLottery providing online marketing expertise and digital solutions, Huber is responsible for driving the growth of customers’ digital business globally through product innovations and enhancements, expanded CRM and strategic marketing services.

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