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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
Reading Time: 3 minutes


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.

Latest News

SOFTSWISS Jackpot Aggregator Starts Partnership With Abocasino



SOFTSWISS Jackpot Aggregator Starts Partnership With Abocasino
Reading Time: 2 minutes


The SOFTSWISS Jackpot Aggregator grows its client portfolio by starting a partnership with Abocasino. This collaboration will allow the online casino to enhance player engagement and gain deeper insights into their player community by launching jackpot campaigns.

Abocasino is an online casino rapidly gaining popularity. It is registered and operated under the laws of Curacao. Abocasino has an extended loyalty program for VIP players, a comprehensive portfolio of games, as well as live casino titles.

For a new partner, the Jackpot Aggregator has launched a jackpot promotion named ‘Call of jungle’. It is a progressive jackpot campaign with three independent levels: Mini, Middle, and Mega. Lastly, an online casino will award a prize ranging from 50,000 to 100,000 EUR.

This jackpot campaign not only increases player activity but attracts and retains new users. It will give Abocasino a deeper understanding of its audience’s playing behaviour and interest, and will facilitate the development of a promotional campaign that piques the interest of several player segments.

Aliaksei Douhin, Head of SOFTSWISS Jackpot Aggregator, commented: “Both the SOFTSWISS Jackpot Aggregator and the client side have done a high-quality job of launching the jackpot campaign, particularly on the design of the ‘Call of jungle’ jackpot. Abocasino has dedicated solid attention to all the details and we are confident that this will benefit the online casino. I am sure we have a long and productive collaboration ahead of us.”

“We are delighted to work with the SOFTSWISS Jackpot Aggregator team. They confidently prove their professionalism and expertise, and always complete goals promptly. The jackpot campaign will be a new round of development for our casino,” noted Abocasino Team.

The SOFTSWISS Jackpot Aggregator lets its clients launch jackpot campaigns with different prize tiers. The tool helps online casinos to set up new jackpot promotion projects in line with their business goals. The first results of the Jackpot Aggregator campaigns showed that almost 70% of casino players make more daily wagers after participating in jackpot campaigns. 



SOFTSWISS is an international iGaming company supplying certified software solutions for managing gambling operations. The expert team, which counts 1,400+ employees, is based in Malta, Poland, Georgia, and Belarus.  SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013 SOFTSWISS was the first in the world to introduce a bitcoin-optimised online casino solution.

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Latest News




Reading Time: 2 minutes


Mischievous betting brand Paddy Power presents an eyebrow raising ‘drama with balls’ after teaming up with creative agency Octagon for their latest ad campaign. 

“Bingoton” was formally rolled out in a fashion befitting the brand’s proverbial bingo debutante today (23rd September).  

Written and art directed by Jonny Watson, Dan Harrison and Neil Richardson of Octagon UK, and directed by Jim Gilchrist of Outsider, the 30-second TVC will get its first showing on ITV this evening during Coronation Street.  

The commercial takes viewers back to the early 19th century, with Miss Bingoton and her lady-in-waiting assessing a selection of ‘gentlemen callers’, cleverly creating a humorous parallel with the perils of modern-day dating.  

According to Josh Green, Executive Director at Octagon, this was the ideal comical conduit to convey the Paddy Power Bingoproposition:  

“In the simplest terms, bingo is drama with balls. That’s how the idea of Bingoton was born.” 

Tom Muldowney, Head of Gaming Marketing with Paddy Power adds:   

“We wanted to make a ballsy ad and Miss Bingoton felt like the perfect leading lady to convey our ‘more chances’ message. That’s with the exception of the Suitor who sent her (Charles) Dickens pix. He remains on the cutting room floor.”    

The advert opens with stunning views of high society types gathering at the palatial grounds of Bingoton Manor. Centre stage is Miss Bingoton, who is joined by her lady-in-waiting and Master of Ceremonies, all of whom eagerly anticipate a parade of potential suitors for her viewing pleasure.   

Suitor Number 10 gets the (bingo) balls rolling. But he’s quickly dismissed by Miss Bingoton who instructs her footmen to “swipe left” on her behalf.   

  Suitor Number 3 is quickly dispatched in an equally decisive manner, having been judged by Miss B to be “catfishing again” after she takes in his dated and unrecognizable profile painting.  

Trying his luck next is Suitor Number 66, a handsome gentleman from Essex who only has eyes for his own reflection.   

“The only way is EXIT,” she giggles under her breath to her lady-in-waiting.  

Paddy Power’s latest campaign comes with all the easter eggs punters have come to expect from the mischievous brand, who manages to marry drama (and balls) to make it a perfect match.   

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Turbo Mode in the Game ‘Mines’ is On – Fasten the Seat Belts



Reading Time: < 1 minute


Classics are eternal, but classics with new improvements are captivating. One of the first
Turbo games has undergone visual and functional changes and has transformed into one
more game Turbo Mines.

The Head of Product at Turbo Games says:

“Visually, this is the successor to the super hit of our classic Mines. We are a young
progressive team that improves our product regularly, but not just observes what works
well. There is no limit to perfection, especially when you can change quickly and
qualitatively to open an even wider potential of Turbo hit.”

What does it mean for the players?

The rules remain the same as in Mines, but some additional features modify the perception
of the interface and the game pace.

Firstly, it is possible to change the game field size: to 3*3, 5*5, 7*7, and 9*9. Such
modification gives a player a chance to work on their strategy and choose the risk rate. So
to say, every round can be absolutely different from all points of view.

Secondly, those players who enjoy speed can experience it in Turbo Mines too. Such a
function enables a player to choose the same pattern for opening the blocks for many
rounds in a row. If a player sticks to the strategy that they believe in, they will win for sure
because dripping water wears away a stone not with its strength but with its constancy.
But there is no need to wait, do it in Turbo mode with Turbo Mines.

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