The Silicon Review
The gaming and lottery market is extremely competitive due to the presence of strong global suppliers, recent industry consolidations, a highly regulated industry, and the intense need to create innovative products, solutions and services that drive customers’ bottom line. So companies seeking to provide new technologies, games and solutions in these highly regulated markets must go through a rigorous approval process by independent and/or state or jurisdictional testing laboratories in hundreds of jurisdictions as dictated by government and/or tribal regulatory bodies. It is incumbent on the gaming companies to meet the needs of what customers and players value most: trusted security, creative content, operational efficiencies, and innovative technology. To address these needs, Scientific Games, a global lottery and gaming technology, manufacturing, and instant game printing company, has innovated a large suite of end-to-end games, services and systems to drive player engagement, customer sales, and operating efficiencies for casinos and lottery organizations across the globe.
The mission of Scientific Games is: “To empower our customers by creating the world’s best gaming and lottery experiences.” Its casino, interactive and instant lottery games are designed to reach players anywhere, anytime, and in any channel they choose: retail, casino, or digital. In business more than 85 years through its acquired companies, Scientific Games offers a fully integrated portfolio of technology platforms, robust systems, engaging content, and unrivaled professional services to its customers. Headquartered in Las Vegas, Nevada with more than 8,400 employees worldwide, Scientific Games has established manufacturing, printing, and commercial facilities on six continents. “Our success is due to our shared mission, our focus on long-term strategies, and our ability to examine our business, people, and products with our eyes wide open,” says Scientific Games’ CEO Kevin Sheehan.
Helps customers to drive revenue and operating efficiencies
“We are laser-focused on empowering our customers by creating the world’s best gaming and lottery experiences.” In November 2014, Scientific Games doubled in size after acquiring Bally Technologies. Moreover, it also gained a large portfolio of innovative and high-performing products across gaming machines, casino-management systems, electronic table systems, proprietary table games, card shufflers and chip sorts, and mobile casino concierge solutions. Since then, the company has completed several smaller acquisitions, including DEQ Systems Corp. in January 2017 and Spicerack Media, Inc. in April 2017. The mergers and acquisitions during such rapid growth led to many challenges that demanded leadership accountability, required integration of disparate systems, and enabled the company to leverage its much larger portfolio across all gaming platforms, to gain momentum and capitalize on opportunities to drive value and build revenue growth.
The company markets its products primarily in the business-to-business space globally to casinos and business-to-government for lottery organizations. The desire to enter the business-to-consumer space was born out of consumer demands to play its games socially, whenever and wherever they want to play. It has just been six years since the company’s SG Interactive division was founded, and now it is the world’s second largest social casino games provider–with a library of more than 1,800 social casino games and a track record of continued growth in 2016, Scientific Games’ social business increased sales by 66 percent. With proper market research and market-specific product development, Scientific Games ensures its games are engaging and relevant to players, enabling it to tailor the games and products according to specific markets, regions, and player preferences.
Developing a wide portfolio of innovative products
Scientific Games has one of the industry’s largest and broadest product portfolios, enabling the company to provide end-to-end solutions for casino and lottery organizations. Along with its popular internally developed game brands like GoldFish®, Hot Shot®, Blazing 7s®, Quick Hit® and 88 Fortunes®, to name a few, it has also invested in an array of popular licensed brands from beloved movies and TV shows, which are leveraged and deployed across its Gaming, Lottery and SG Interactive divisions to engage and entertain players. In Q1 2017, Scientific Games celebrated its sixth consecutive quarter of growth. The company’s continued steady improvement in revenue and margin is the direct result of its focus on creating innovative products that drive demand, and Scientific Games unwavering commitment to operational excellence. The company operates under the three divisions of Gaming, Lottery, and Interactive. Each division has decentralized sales, service, marketing, product management and R&D, with centralized corporate functions that include legal, finance, compliance and corporate communications. Thus, all of its three business segments contribute together towards its growth as an organization.
“At Scientific Games, we view success as more than delivering great products and services.” For its business to continue its momentum, Scientific Games is committed to doing what is right for its customers, employees, stockholders and bondholders. It extends its responsible-gaming technologies for the company’s casino-management systems product line, which enable participating players to self-identify how much coin-in they want to spend on a slot game, and then receive notification from the system on the slot machine when they have reached their pre-determined limit. Through its SG CARES program, Scientific Games provides direct financial support and encourages employee volunteer initiatives to support thousands of not-for-profit organizations in customer and employee communities.
Knowing the leader behind Scientific Games, CEO Kevin Sheehan
Kevin Sheehan joined Scientific Games Corporation as Chief Executive Officer and President in August 2016. He is a highly effective and inspiring leader who has led Scientific Games’ stock price to nearly triple within only 10 months of his role. Sheehan’s leadership philosophy is focused on leading by example, maintaining integrity at all times, confronting the brutal reality with eyes wide open, knowing and understanding the numbers, driving leadership to act as one team, understanding that change in uncomfortable but critical, and being proactive with a focus on communication at all levels.
In 2011, Kevin was named “Miami Ultimate CEO” by the South Florida Business Journal, and in 2014 Ernst & Young (“EY”) named him an “Entrepreneur of the Year”. Sheehan’s unwavering focus on innovation is driving the company to strive for the cutting edge. He encourages all employees to embody an entrepreneurial spirit and is obsessively passionate about customer advocacy, frontline empowerment, and relentless experimentation, all of which drive innovation.