Bet365 selects Optimove to manage CRM marketing

By Richard Mulligan

Optimove has been selected by Bet365 to orchestrate and optimise all CRM marketing activities.

Optimove's AI-mapped CRM journeys will allow bet365 to transform its CRM marketing efforts empowering the sportsbook giant to scale and manage player segments, orchestrate realtime and scheduled multichannel campaigns, and measure the incremental value of each player interaction. This is the first time that Bet365 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 optimise hundreds of CRM campaigns weekly. Optimove allows brands to reach their customers by personalising thousands of campaigns to hundreds of segments. Optimove's AI-driven solutions autonomously determine the next best action for each customer, eliminating marketers' need to manually map every customer journey.

Optimove said the platform will empower Bet365 to measure the incremental value of each player interaction.

“Bet365 continue to build an industry-leading sports and gaming product, and the business believes the time is right to 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.”

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