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Bet365 Selects Optimove as CRM Marketing Solution to Maximize Player Lifetime Value



Bet365 Selects Optimove as CRM Marketing Solution to Maximize Player Lifetime Value
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The world’s largest online bookmaker is set to partner with the retention marketing leader to scale marketing personalization and drive growth through AI-mapped CRM journeys

Optimove, the leading CRM Marketing solution,  announced it has been selected by bet365, the world’s largest online sports betting brand, to orchestrate and optimize all CRM marketing activities. The powerhouse partnership between the two industry leaders demonstrates bet365’s strategic investment in scaling retention marketing efforts and maximizing player lifetime value as a growth driver for the business.

Optimove’s AI-mapped CRM journeys will allow bet365 to transform its CRM Marketing efforts empowering the sportsbook giant to scale and manage hundreds of player segments, orchestrate realtime and scheduled multichannel campaigns, and measure the incremental value of each player interaction. For the first time since its founding in 2000, the global iGaming leader has turned to a third-party vendor to support its CRM Marketing efforts.

With a Customer Data Platform (CDP) at its core, Optimove offers marketing teams direct access to their customer data to build, test, and optimize hundreds of CRM campaigns weekly. Optimove allows brands to reach their customers with the right message on the right channel by personalizing thousands of campaigns to hundreds of segments. Unlike other technologies that rely on common, rule-based orchestration, Optimove’s AI-driven solutions autonomously determine the next best action for each customer, eliminating marketers’ need to manually map every customer journey.

The scientific approach embedded in Optimove’s CRM Marketing platform will empower bet365 to measure the incremental value of each player interaction. bet365 will gain key capabilities via Optimove:

· Enriched customer profiles: Unifying all historical, predictive, and realtime customer data from sources such as CRM, service clouds, and data warehouses via Optimove to create a comprehensive single customer view.
· Multichannel personalization and orchestration: Orchestrating hundreds of campaigns seamlessly by leveraging Optimove’s AI-mapped CRM Journeys to deliver personalized customer communications across any channel.
· A continuous optimization loop: Leverage Optimove’s productized experimentation tools to measure the incremental uplift of each campaign, journey, and strategy to continuously optimize CRM Marketing performance.

Already working with one in three operators in the EGR Power 50 Ranking, the new partnership demonstrates Optimove’s continuous growth and strong momentum in recent months. In July 2022, the company announced the acquisition of Graphyte, a cloud-based personalization platform built for the sports betting and iGaming industry. In March 2022, Optimove acquired Kumulos, a personalized mobile marketing solution, following its September 2021 $75 million investment led by Summit Partners.

“bet365 continue to build an industry leading sports and gaming product, and the business believes the time is right to complement the platform with best of breed third party technology,” said Alex Sefton, Chief Marketing Officer at bet365. “With Optimove we have done just this. This deal heralds a change in direction for bet365, but also the start of a long-term partnership working with Optimove to grow our business. We are at the start of something genuinely exciting for bet365 and I don’t think we could have found a better partner.”

“We’re thrilled to be selected by bet365 as their CRM Marketing solution,” said Motti Colman, Senior Director of Sales at Optimove. “Working together, this is a true super team. As a company that is known for keeping most of its tech in-house, this is a huge move by bet365 to go out to a third-party provider. We’re proud to have been chosen and humbled by bet365’s belief in our ability to deliver. I am certain that the work we accomplish together over the coming years will be groundbreaking and will help catapult bet365 into a new era of growth.”


  • How did this partnership come to be?

Motti Colman: “We’ve been speaking to bet365 on and off for 5 years, but they’ve always had other priorities and now the time is right.”

  • What are the goals for bet365 working with Optimove? What are they looking to achieve?

Motti Colman: “Their primary driver was the desire to put their customer first.  In doing so they are looking to learn more about their customers and improve all the related KPIs.  The upshot of that will lead to increased customer loyalty.”

  • Do you think this partnership will impact the iGaming space as a whole?

Motti Colman: “Clearly bet365 investing time and money into MarTech will definitely have an impact. Despite all the M&A activity around them, they still remain the biggest brand in the industry and other companies definitely take note when they make big strategic moves.”

  • What’s next for Optimove in the industry? Is there room for growth still?

Motti Colman: “Despite our huge presence in the space, the area where we see the most opportunity is at the top end of the market.  It’s the traditional Tier 1s that are often a lot slower to adopt advanced technologies, but as we have shown with this collaboration, if an operator is open minded to the possibilities that exist, we can dramatically enhance their customer marketing capabilities.”

Optimove will be exhibiting at SBC Barcelona, September 21-22, Stand F7.

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Meridianbet Launches ‘Scan. Help.’ Humanitarian Initiative to Support Maternity Hospitals in Southeast Europe



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Meridianbet, a member of the Golden Matrix Group (NASDAQ: GMGI), in partnership with Meridianbet Foundation, Expanse Studios, and BC Crvena zvezda Meridianbet announces the launch of a significant humanitarian initiative, ‘Scan. Help.’, aimed at supporting maternity hospitals across Southeast Europe.

The rollout of this action to other market territories is expected in the remainder of 2024.

How It Works

For every scanned QR code and subsequent registration on the Meridian Foundation’s website, funds will be allocated towards equipping five maternity hospitals in Serbia. This innovative approach not only raises awareness but also actively involves the community in our CSR activities.

The initiative is currently ongoing with high media presence and is broadcasted during Southeast Europe’s regional basketball Finals series (ABA League). BC Red Star players wear jerseys featuring the QR code, with additional promotion through basketball arena ads, TV ads, and more, encouraging fans and supporters to participate.

A Unified Effort for Community Impact

The ‘Scan. Help.’ campaign is a collaborative effort involving Meridianbet, Meridianbet foundation, Expanse Studios, and basketball club Crvena zvezda Meridianbet, Southeast Europe’s leading basketball club, of which Meridianbet is the name sponsor. The initiative is designed to leverage our collective resources and influence to make a meaningful impact on local communities.

Multi-Stakeholder Support and Growing Participation

The ‘Scan. Help.’ campaign has received institutional support ad backing from the Ministry of Health, reinforcing the importance and legitimacy of this cause. Additionally, several companies have already expressed their desire to contribute, with provisions made for donations through the Meridian Foundation’s account. This broadening support network amplifies the initiative’s reach and potential impact.

This campaign exemplifies Meridianbet’s dedication to sustainable development and community well-being. In 2023 alone, the company has launched 225 CSR campaigns, reflecting the commitment to making a lasting impact.

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SiGMA Asia Awards 2024: Boomerang Partners Nominated for ‘Rising Star Affiliate Program’



Reading Time: 2 minutes


The fast-growing Boomerang Partners affiliate program continues gaining global recognition, earning a nomination for the prestigious ‘Rising Star Affiliate Program 2024’ category in the Asia region

With a rapidly growing network of over 5,200 affiliates across 70+ countries, the dynamic Boomerang Partners affiliate program has been recognized as a finalist for the ‘Rising Star’ category at the SiGMA Awards Asia 2024. While Asia is not currently the central focus for brand promotion, this prestigious recognition from SiGMA is a notable honor that inspires Boomerang to fortify its global footprint and industry-leading position.

In 2023 alone, Boomerang’s achievements included paying over €50 million to affiliates, creating 22 exclusive branded games, hosting 82 tournaments across 30 regions, and expanding into 31 new markets. This followed prestigious wins like ‘Casino of the Year’ at the SiGMA Balkans/CIS Awards, ‘Commission Offer of the Year’ at the AffPapa iGaming Awards, and ‘Best PPC Affiliate’ at the SiGMA Europe Awards.

This year, Boomerang Partners is highlighting innovations like a worldwide traffic tournament and has already been nominated at the AffPapa, MAC, and AskGamblers Awards – eagerly awaiting the results across these prestigious voting processes and final selections.

“We actively collaborate with SiGMA, having participated in their events and been honored with SiGMA awards in other regions previously,” said Vitalii Prokofev, CEO at Boomerang Partners. “SiGMA sets the standard with premier industry events and accolades worldwide. This nomination at their Asia awards is valuable recognition that fuels our ambition to raise our global profile further.”

Boomerang Partners invites all affiliate managers and industry enthusiasts to learn more about their award-winning program. Voting for the SiGMA Asia Awards runs until May 20th. Winners will be announced at the June 3rd ceremony during the June 2-5 event in Manila.

Support Boomerang in the ‘Rising Star’ category while voting for other favorites at SiGMA.


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PopOk Gaming Unveils Exciting New Instant Game: “Dice”



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PopOK Gaming, a leading innovator in the gaming industry, is thrilled to announce the launch of its latest Instant game sensation: “Dice”.

“Dice” is a dynamic game that puts players’ instincts and strategies to the test. Participants can jump in at any moment and predict whether the resulting number will be higher or lower than their selected number. With every roll, the excitement mounts as players watch the green fields light up, indicating their path to victory.

It’s not just about luck – it’s about strategy too. Players have the opportunity to adjust their multiplier, choose their odds, and press start for a thrilling gaming experience.

Here’s how it goes down:

📈 Move the dice higher or lower on the screen.
🚀 Choose over or under.
⏳ Place your bet and hold on tight.
🎲 Launch the dice!
🏆 Win big, with potential rewards of up to x9600!

With its user-friendly interface and exciting gameplay, “Dice” promises to captivate players of all skill levels. Whether you’re a seasoned gamer or new to the world of Instant games, “Dice” offers endless opportunities for fun and excitement.

Join the action today and roll the dice for your chance to win big! Visit PopOK Gaming to start playing now.


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