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Graphyte Acquired by Optimove to Produce Powerful End-to-End Player Engagement Platform



Graphyte Acquired by Optimove to Produce Powerful End-to-End Player Engagement Platform
Reading Time: 3 minutes


The acquisition will significantly enhance Graphyte’s ability to seamlessly deliver personalized recommendations to players across channels and at scale

Graphyte, the realtime, cloud-based personalization platform built for the betting and iGaming industry, today announced it has been acquired by Optimove, the leading CRM Marketing Platform. The acquisition will cement Graphyte’s leader status in cloud-based personalization in the iGaming market, driving more operators to utilize its capabilities as part of their Customer Relationship Management (CRM) Marketing strategies carried out by Optimove’s multichannel CRM marketing hub.

Trusted by some of the world’s largest operators, Graphyte, founded in 2018 and employing 20, is a London-based startup built to fill the gap in the SaaS marketplace for a scalable Personalization Engine to serve the betting and iGaming industry. Operators like Entain, Sisal, 888, and others use Graphyte’s Personalization platform to serve AI-based product recommendations and dynamically personalize their web, native mobile sites, and mobile apps to engage customers in realtime through owned and paid marketing channels. For example, Gala Bingo has driven a 35% turnover uplift using Graphyte’s web personalization models and seen a 300% increase in site visits when providing intelligent recommendations to players through emails, instead of traditional static emails.

Graphyte applies advanced machine learning to betting, gameplay, and browsing activity in realtime to make every interaction with a customer relevant and in the moment. Unlike other personalization engines that require technical skills to deploy model results, the company’s flexible platform empowers marketers with complete control over how recommendations are made when testing and deploying personalized treatments without needing to make any changes to the core CMS.

The company’s robust offering includes:

  • Recommend – fully featured realtime, personalized recommendation and rules engine
  • Intelligent Layouts – web and app realtime AI-based personalized casino lobbies, homepages, banners, and navigation.
  • Engage – realtime triggered messages.
  • Momentum – social proof to surface trending and popular content on any channel.
  • Retarget – personalized ads served up to end-users as they browse third-party sites.
  • Site Search – instant, full-featured search capabilities for every channel and product.

Graphyte’s offering will now integrate with Optimove’s industry leading CRM Marketing capabilities. With a Customer Data Platform (CDP) at its core, Optimove offers marketing teams direct access to their customer data to build, test, orchestrate, and optimize hundreds of personalized CRM campaigns weekly.

Joint customers will benefit from synergies which will see Graphyte’s models enriched with robust data from Optimove’s CDP, while the models’ results will be readily accessible within customer profiles inside Optimove for segmentation, activation, and analysis. Joint customers will be able to reap these benefits and more, soon.

Furthermore, the acquisition will enable operators to provide players with realtime symmetric and personalized journeys. In addition to providing the end-to-end offering to iGaming and Sports Betting operators, Optimove, which has a significant non-gaming client base, will allocate resources to adapt and expand Graphyte’s web and app personalization capabilities to additional verticals.

Operators using the Graphyte and Optimove joint solution will be able to deliver unparalleled holistic player journeys such as:

  • Symmetric multichannel journeys: Leveraging Graphyte’s personalized recommendations in outbound campaigns via Optimove’s email and mobile channels and ensuring customers view the same recommendations when clicking through to the brand’s website or mobile app.
  • Geolocation-triggered personalized recommendations: Maximizing Graphyte’s bet recommendation relevancy by combining it with Optimove’s geo-fencing technology to trigger personalized messages to customers’ mobile apps. For example, triggering relevant sports betting recommendations when players enter a perimeter near a sport stadium.
  • True 1-to-1 personalization: Selecting one of Graphyte’s 20 distinct AI-models to personalize player experiences based on robust segmentation from Optimove’s Customer Data Platform. For example, deploying a different model for high loyalty players and new ones.

“I’m proud to welcome Graphyte to the Optimove family,” said Optimove Founder and CEO Pini Yakuel. “As evident from this acquisition, and of Kumulos earlier this year, we’re very serious about ramping up our never-ending quest to expand marketing teams’ capabilities and effectiveness. Graphyte’s machine learning and personalization capabilities are way ahead of the curve. Combining those with our native customer data platform and multichannel journey orchestration engine will prove extremely valuable for both our client bases and the iGaming industry.”

“We couldn’t be happier to join forces with Optimove as an integral part of their offering,” said Damien Evans, CEO of Graphyte. “Optimove’s CRM Marketing capabilities are second to none, and its dominance in the iGaming market is well-established. If you add to that equation Graphyte’s market-leading machine learning personalization capabilities, the result is a game changing marketing tool which will create unprecedented freedom for brands to realize their CRM Marketing visions. We’re excited to receive this significant vote of confidence from Optimove, the leading CRM Marketing player in the iGaming market.”

The acquisition is part of Optimove’s continuous investment in expanding its CRM marketing capabilities for the iGaming and Sports Betting industry, following its September 2021 $75 million investment led by Summit Partners and the acquisition of personalized mobile marketing solution Kumulos, in March 2022.

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ComeOn Group launches new bespoke live casino studio under the name Nordic Ruby Lounge



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Leading iGaming operator ComeOn Group announced the launch of Nordic Ruby Lounge, a new bespoke Live Casino environment from their Ruby Lounge portfolio. The live casino studio offers a local touch for a native customer entertainment experience and will be available to the Group’s core markets. Nordic Ruby Lounge taps into customisation and personalisation by offering a Scandinavian style live casino environment with native live dealers for a top of the line local customer experience.

Cristiano Blanco, Chief Product Officer at ComeOn Group, said: “We are extremely happy to see Nordic Ruby Lounge take things to the next level with our live casino offer. Our Nordic players can now enjoy a bespoke environment locally tailored around their preferences, with native dealers for that extra cherry on top. It’s been about great teamwork throughout all involved departments, which has landed us in a great quality product with a truly impressive design and functionality. For us, the launch of Nordic Ruby Lounge is a great milestone and with that said we are looking forward to seeing Nordic Ruby Lounge succeed and take things up a notch.”

Nordic Ruby Lounge is a part of the Group’s Ruby Lounge portfolio, which was launched early 2022 with a strong premium brand identity statement for an exclusive and safe entertainment experience. Ruby Lounge is a live casino studio with a “brands within brands” approach that offers live Blackjack and Roulette tables served by ComeOn’s team of dedicated live dealers.

The customised and personalised touch makes Nordic Ruby Lounge a one of a kind live casino product, setting the standards high against main competitors in the industry. Live casino is a strategic focus for ComeOn Group, making the launch of Nordic Ruby Lounge a great milestone in their growth track.

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Sky Bet fuels football fever with first-ever 3D creative at Wembley Boxpark



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Sky Bet welcomed fans arriving to the English Football League (EFL) Play-Off finals at Wembley Stadium with a reactive, dynamic 3D creative spread across Wembley Boxpark – becoming the first brand to bring 3D advertising to the site.

The creative reflected the match day result in real time, changing to depict the winning teams’ logo and colours as soon as the final whistle blew to provide a bespoke backdrop to the celebrations of the fans pouring out of the stadium.

Culminating at Wembley Stadium, the Sky Bet Out of Home campaign followed fans throughout their journey to the final, creating an extensive and impactful matchday experience.
Starting from the teams’ hometowns, the creatives saw the fans off and welcomed them as they arrived at key train and underground stations in London. Fans driving to Wembley could also spot roadside adverts along their routes and at service stations, where club coach trips were likely to stop.
Also, the winning team’s supporters enjoyed celebratory creatives that appeared in their hometown post-match.

The hero site at Wembley Boxpark, which thousands of fans pass before and after games, is at the heart of the activity, living and breathing the match day experience.

The creative reflected pre-game excitement, enabling supporters of both teams to tap into the matchday spirit once the match finished, to enhance the euphoria and give fans a great send-off.
The campaign celebrates ten years of Sky Bet’s EFL sponsorship and is its first 3D activation. The high-impact media plan was booked by EssenceMediacom, Sky Bet’s new media agency. EssenceMediacom played a key role in bringing the campaign to the fans, using its expertise to identify and secure the best sites to target along the fan journey, and working closely with the production team to help ensure testing of the creatives and organising content capture.

Leigh Peacock-Goodwin, Head of Brand and Sponsorship at Sky Bet, said about the campaign: “This high-impact creative is an exciting milestone in our ten-year sponsorship of the EFL. We’re proud to be the first to bring a 3D OOH experience to Boxpark and add a finishing touch to, what is already, an incredible matchday experience for football fans. By offering this reactive real-time creative, we’re able to share those moments that really matter to our audiences, and position ourselves as a brand that understands what football is all about.”

Hannah Cooper, OOH Director, EssenceMediacom, commented: “Getting Sky Bet to the heart of the action was integral to the media plan, and Boxpark is the perfect spot to unveil the eye-catching 3D creative which brings the whole OOH campaign together. As the first brand to leverage the possibilities of 3D at this site, Sky Bet is re-inventing what the visual match day experience looks like, and we are excited to help drive these breakthroughs for our clients.”

Mike Smith, CEO at OPEN Media, said: “In what’s been a campaign of firsts, we are delighted to have worked in partnership with Sky Bet to celebrate the milestone 10 year partnership between Sky Bet and the EFL. As OPEN Media’s first ever 3D Perspective campaign to be activated on our Wembley Boxpark site, the campaign further exemplifies our shared commitment to delivering media innovation, while strengthening our association with prominent sporting events and cultural moments”

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Divine treasures await in OneTouch’s God Hand Feature Buy



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Leading mobile games studio invites players on a mythological mayhem adventure offering massive wins

Mobile-first games developer OneTouch has released God Hand Feature Buy, a reboot of one of its hottest titles, offering players a chance to pay tribute to the Athenian deities.

In the feature-filled game with no reels or paylines, various coloured orbs are revealed from the rubble of smashed boulders hurled from above by the gods which can award wins up to 100x. With a strike of Zeus’ lightning, the chances of revealing the high paying symbols becomes even greater.

Inspired by Greek mythology, this one-of-a-kind slot game also offers players the chance to be awarded 10 free spins and the opportunity to win up to 15,000x the bet by revealing a golden orb. Massive wins can be achieved in the Bonus Game when the Last Judge Feature is summoned in the players final spin.

The Primitive Men’s Action feature sees mortals on the ground flocking to unbroken boulders, and the longer they swarm, the higher the win potential.

The strike of further fortune is on the horizon when players return to Mount Olympus in the Feature Buy for 262x the bet, instantly triggering the Gold Rush game, whilst a titanic 901x the bet will launch the feature game with an 80% chance of a retrigger.

Loaded with mythological mayhem elements, God Hand Feature Buy offers an exciting journey with massive win potential for all player demographics.

Madis Raus, Head of OneTouch, said: “With God Hand Feature Buy we introduce an enhanced version of one of our all-time favourite titles, offering players the gameplay they know and love but with even more exciting features, a buy option, and higher win potential as they join the Greek gods in this thrilling adventure.”

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