Bet365 breaks from tradition to strike CRM marketing deal with Optimove

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Bet365 has recruited retention marketing specialist Optimove to optimise the operator’s CRM marketing activities.

Optimove’s AI-powered CRM software will enable bet365 to transform its CRM marketing efforts by allowing the company to scale and manage hundreds of player segments.

It will also allow the sportsbook giant to oversee real time or scheduled multi-channel marketing campaigns and measure the incremental value of each player interaction.

The deal marks the first time bet365 has turned to a third-party marketing provider to boost its CRM efforts since 2000, when the brand first went live online.

“Bet365 continues 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 bet365 CMO Alex Sefton.

“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.

Optimove senior sales director Motti Colman: “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 are at the start of something genuinely exciting for bet365 and I don’t think we could have found a better partner,” he added.

Optimove claims its AI-driven solution can autonomously determine the next best action for each customer from a marketing perspective, eliminating the need for manual intervention.

Optimove senior sales director Motti Colman hailed the agreement on LinkedIn as the proudest moment of his professional career.

“We’re thrilled to be selected by bet365 as their CRM marketing solution,” said Colman. “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 ground-breaking and will help catapult bet365 into a new era of growth,” he added.

In July, Optimove announced the acquisition of Graphyte, a cloud-based personalisation platform built for the sports betting and iGaming industry. This was thanks in part to a 2021 investment led by Summit Partners that provided a cash injection of $75m.

About the author

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Jake Evans

Jake Evans is an NCTJ-accredited journalist and editor who has covered the online gaming and sports betting industry since 2017. He is the managing editor of iGaming NEXT and has previously worked in both content and data for EGR, Stats Perform and Football Radar.

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