Optimove And GVC Expand Partnership For Cross-Enterprise CRM

Optimove and GVC, the major gaming and betting operator, have expanded their existing relationship, which will see the marketing centre operating for a five-year duration as the ‘enterprise CRM and player marketing vendor’ for all major brands.

The collaboration, which will include, among others, Ladbrokes Coral UK, Ladbrokes Australia and Neds, follows a period of ‘continuous progress’ in exploiting the technology of Optimove.

This, it is said, contributed to rises in the average deposit amount of 16 percent, 81 percent in the average casino bet amount, and 39 percent in the average potential value of the client, as well as a 16 percent decrease in player turnover.

Pini Yakuel, Optimove’s founder and CEO said: “We look forward to continue working closely with all GVC properties, further cementing the group’s position as a leader in its space.

“Throughout the years working together with the GVC brands, we’ve been able to generate industry leading CRM practices. We strive to continue powering GVC’s player marketing, maintaining its place as a strategic, competitive advantage of the entire group.”

Optimove allows the CRM marketing activities of GVC to turn player data into actionable insights autonomously, helping drive measurable progress. The technology suite of Optimove helps GVC to orchestrate, quantify and optimise highly customised multi-channel strategies on a scale, resulting in increased consumer engagement, retention and value for life.

In addition , in order to endorse such marketing use cases, including self-optimising player journeys, as well as event-based marketing, GVC has also agreed to embrace Optimove’s real-time items, such as serving contextualised marketing communication on odds changes, VIP status alerts, jackpot status and balance drops.

Simon Gatenby, performance marketing and marketing technology director at GVC Holdings said: “Optimove proved to be the ultimate partner to help achieve our aspirational CRM and player marketing goals.

“We are confident that extending this strategic partnership with Optimove to our entire, global portfolio for the next 5 years, and incorporating Optimove’s realtime technology, will yield mutual success, and keep our CRM efforts ahead of the curve.”