GVC boosts marketing capabilities with Beehive deal
Operator will apply supplier’s marketing tools to its standalone Playtech platform and brands
GVC Holdings has sealed a deal with marketing optimisation specialist Beehive, the latest agreement aimed at strengthening the operator’s growing gaming division.
Having recently signed up a number of third-party content providers, GVC has now turned its attention to marketing with the addition of the supplier’s personalisation-focused, data-driven marketing suite.
Beehive’s tools will be implemented across GVC’s Playtech brands, which sit on a standalone Playtech platform acquired by legacy PartyGaming in 2006.
GVC will continue to use OptiMove for marketing purposes across its other platforms, however, Beehive, which is headed-up by CEO and former Playtech product manager Adi Dagan, has developed tools more suited to the Playtech platform.
“With CPAs on the rise, it has never been so important to implement a CRM solution that can optimise a player base, and we have found Beehive’s customer marketing engine to be a fantastic way to boost our marketing and analytical capabilities,” Liron Snir, CPO at GVC, said.
Since GVC’s acquisition of bwin.party almost 12 months ago, the enlarged operator’s gaming division has been on the rise – in Q4 2016 pro-forma gaming daily NGR was up 8%.
For Beehive, GVC becomes the latest addition to a growing roster of clients which already includes the likes of Ladbrokes, Snai, NetBet and Hero Gaming, and chief exec Dagan revealed he expected to grow that list at the upcoming ICE Totally Gaming exhibition.
“Our recent announcements prove that our unique technology is a real game-changer for our clients,” Dagan said. “We have a lot planned for 2017, which we’re excited to open at ICE with some major product innovations and new partnership announcements which will come shortly.”