Oregon Lottery Director Barry Pack described the fall 2019 rollout of “Scoreboard,” the lottery’s full sportsbook. It incorporated a customer-first, mobile-first strategy. “The sports betting black market is and will continue to be our greatest competition. Lotteries must design a CX to rival or outcompete. It is never too early in the process to listen to the voice of your future customers and keep the customer journey in the forefront,” he stressed.

Pack discussed lessons learned from going mobile first, focusing on the customer journey. “Sports betting is complicated, be prepared to respond to players in a timely and clear way. Stay on top of social media,” he cautioned. “Turnkey solutions still require significant work and oversight and may not be designed with your customer’s experience in mind. You will have to proactively identify ways to embed CX into your program.”

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