The California State Lottery has hired a consulting firm to overhaul its lottery website for desktop and mobile, redesign mobile apps and develop social media.
A five-year, $13.5 million contract has been awarded to Olson Inc., a subsidiary of Fairfax, Va.-based ICF International. Olson says it will serve as the Lottery’s “digital agency of record” — providing strategic, creative and technology leadership.
“We are thrilled with our appointment as the first digital agency of record for the California Lottery,” said Jennifer Gove, vice president of ICF International. “ICF is the perfect strategic partner for this work. We bring expertise from across the company in all areas of need: digital strategy, UX [user experience] and Sitecore, and lottery and loyalty programs.”
ICF International acquired Olson Inc. in 2014. Olson in known for delivering software-driven customer loyalty programs and analytics-based marketing.
As part of its business plan, the Lottery intends to lean more heavily on analytics in the coming years.
The Lottery collects information from about 4 million players who have registered online for a chance at a second chance to win, as well as a trove of data from retail partners that sell scratchers and lottery tickets.
With the player data — and an assist from analytics — the Lottery wants to send customized promotional emails and targeted online advertising to specific segments of players. The aim is to improve player loyalty and grow the customer base.
Related: California Lottery Using Analytics to Improve Sales, Market to Players
