ifetime Achievement AwardThe 2013 Lottery Industry Lifetime Achievement Award from the Public Gaming Research Institute has been awarded to industry creative Jimmy O’Brien.

O’Brien, the Strategic Marketing Vice-President of Scientific Games Corporation, the American lottery technology provider, is already a veteran of the lottery industry after 33 years working in the lottery gaming sector. The veteran’s original and inventive methodologies have helped the instant-ticket sector in the United States to grow into an industry worth over $32 billion.

After spending 21 years with the Massachusetts State Lottery Commission, where he climbed the ranks to finish at the level of Marketing Director, O’Brien was given the responsibility of developing and initiating new mathematical formulas and strategies which provided the catalyst for the mammoth growth in the firm’s instant game sales. In fact, the work undertaken by O’Brien at the company is attributed with a huge proportion of the credit for the growth of the business’ sector from $54 million per year, to $54 million per week by 2001.

The innovative O’Brien joined Scientific Games Corporation in 2001 and began helping to shape the industry through the creation of custom product marketing and game plans for the company’s lottery customers. These included the Georgia Lottery, the Massachusetts Lottery, and even branched into the Italian Gratta e Vinci.

O’Brien is now the fourth Scientific Games Corporation employee recognised by the Public Gaming Research Institute with the Lottery Industry Lifetime Achievement Award, a testament to the firm’s ability to seek out and utilise a talented workforce of innovative and industry-leading minds.

“We congratulate Jimmy on his lifetime of achievement in the lottery industry,” stated Printed Products President and Chief Marketing Officer for Scientific Games, Jim Kennedy, who went on to add: “He has been and continues to be integral to the innovation and science behind our games and strategic planning for our lottery customers”.

O’Brien’s lottery gaming career has been successful throughout as in 1990 he became the first ever in the industry to receive the Edward J Powers Award from the National Association of State and Provincial Lotteries for excellence in sales and development. He went on to receive the annual award again three years later.

“Jimmy’s deep knowledge and training has been integrated within the company’s marketing, research, insights and product development groups to capture all of the instant product category management best practices he created,” explained Kennedy, adding additional praise by stating that O’Brien “is truly invaluable to the lottery industry”.