World Lottery Association, Bánhegyi (Hungarian State Lottery): “Improving customer experience, profitability and player loyalty”

“It's all about the data! The rise of sports betting, the shift to faster gaming experiences, changing expectations of the young adult generation and accelerating digitalisation are some of the challenges lotteries are facing today, as was noted at the WLA and The European Lotteries Marketing Seminar in London. In this context, Zsófia Bánhegyi (pictured), Chief Commercial Officer of the Hungarian state lottery Szerencejáték Zrt, spoke about the importance of improving customer experience, profitability and loyalty of identified players in a partially competitive market through data-driven tools and loyalty programs integrated. The Optimus program's four-year activities focus on expanding its player base and data assets, developing analytics and models, sharing knowledge, and implementing AI and automation to accelerate customer processes and improve personalized experiences”. This is what she writes World Lottery Association in a LinkedIn post.