Following the first year of its partnership， Scientific Games and Medallia have released statements discussing how the deal has benefitted the companies.

Medallia uses AI and a machine-learning engine to support its business intelligence， consumer research， analytics and insights reports for lottery operators.

Lee Becker， Medallia SVP for Public Sector， said: "Our customer experience technology offers insights on players' digital behaviour that the lottery industry has never had before.

“Medallia's digital solutions empower teams to understand customer behaviours and intentions， and use that information to curate intuitive， personalized experiences in real-time."

Through Medallia， Scientific Games has employed a player feedback tool， alongside the standard interaction analytics tools， to help with player retention and engagement.

This has been implemented into three US lotteries，Free games Maryland， Pennsylvania and South Carolina.

Christina Hura， Scientific Games' Director of Customer Experience， said: "This technology collaboration provides a powerful enhancement to our own research and data analytics， providing a much deeper understanding of how players engage and the moments that matter most in the players' digital interaction with lottery.

“The direct line to the voice of the player combined with behavioural data provides the critical insights we need to optimise the player experience across their digital journey.

“Our goal is to help lotteries build a consistent pipeline of promoters， accelerating digital share of wallet."

Scientific Games currently works with more than 30 iLottery operators worldwide， providing them with CRM， mobile apps and loyalty schemes.

In the UK， the National Lottery has just granted £1m ($1.3m) to 170 football clubs to encourage female participation.