32Red, one of the most well-known online casino businesses in the UK, has gone live with a bespoke version of the Fast Track CRM platform from Kindred Group.
The partnership’s main purpose was to provide 32Red more flexibility in its player engagement efforts while also reducing manual labour.
Fast Track gives it access to over 400 data points to determine each of its segments, something it didn’t have before because it needed a better segmentation model than the usual integration.
This information is now being leveraged to provide a customised experience at scale by automating the display of relevant, dynamic content in their emails.
Vision for player engagement
Kindred Group’s Head of UK Customer Marketing, Mike Kirwan, said: “Fast Track’s flexibility has allowed us to build the platform we needed to execute on our vision for player engagement.
“We are looking forward to making use of all the capabilities and customisations we have worked on with the Fast Track team, as well as continuing to collaborate on new ideas and features.”
Fast Track’s CCO, Jean-Luc Ferriere, added: “We see any new integration as a collaboration between us and our new partner. Working with 32Red has been a great example of how that strong sense of partnership can benefit everyone involved.
“We have been really impressed by the creative-thinking that has shaped their implementation, and it has been fantastic to work with the 32Red team so far.”
Fast Track noted that the two firms collaborated to create the custom platform, including a series of in-depth workshops – as well as continuing conversation and brainstorming – to ensure that the 32Red team had the necessary foundation to deploy the “next generation of player engagement.”