• Customer relationship management (CRM) software provider Optimove announced a deal with the global online casino and sports betting brand bet365 to optimize CRM marketing activities for the leading online sports betting operator.
• Optimove created history by being the first third-party CRM provider for a bookmaker in the United Kingdom.
• The AI-driven solution from Optimove will provide bet365 with a unified customer view across all marketing channels.

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Utilize Third-Party Technologies

The deal between bet365 and Optimove is the most recent indication of the Stoke-on-Trent-based sports betting operator’s resolve to scale marketing customization and optimize player lifetime value as a growth driver. 

Alex Sefton, bet365’s chief marketing officer, highlighted the company’s continued efforts to “create an industry-leading sports and gaming product” and outlined management’s opinion that now is the ideal time to enhance the platform with “third party technologies.”

The partnership, which represents bet365’s first-ever deal with a third-party CRM vendor, will leverage Optimove’s AI-based solution to transform bet365’s CRM marketing efforts by allowing the bookmaker to scale and manage hundreds of player segments, run real-time and scheduled multi-channel campaigns, and measure the incremental player from each player interaction.

Real Super Team in Optimizing CRM Performance

Motti Colman, senior sales director for Optimove, described the partnership with bet365 as “the finest moment of his professional career,” believing that Optimove and bet365 constitute a “real super team.” 

As a corporation known for keeping the majority of its technology in-house, bet365’s decision to hire a third-party source is unprecedented. Colman continued, feeling both elated and humbled by the operator’s faith in Optimove’s “capacity to deliver” and positive that both partners will achieve great things together to fuel bet365’s next phase of company expansion.

The AI-mapped CRM journeys of Optimove will provide bet365 with enriched customer profiles that include all historical, predicted, and real-time customer data available across CRM, service clouds, and data warehouses in a unified single customer perspective.

Optimove’s technology will also enable multi-channel personalization and orchestration for hundreds of marketing campaigns to deliver personalized communication with each customer across any channel, as well as a continuous optimization loop by measuring the incremental value added by each campaign to continuously optimize CRM performance. 

Optimove has bought Graphyte, a cloud-based platform specializing in sports betting and iGaming, in order to add new tools to its portfolio of gambling-specific products.

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