Bwin signs up to Betgenius retargeting tool
GVC Holdings sportsbook brand to use Connextra bet slip product in bid to cut CPA costs
Bwin has struck a deal with Betgenius to use the supplier’s bet slip retargeting tool as it looks to provide more personalised content and reduce the costs associated with customer acquisition.
The GVC Holdings’ brand will become the eighth operator to go live with the ‘Connextra’ product with another four bookmakers due to be added shortly.
According to the supplier, which now is part of the Genius Sports group following a recent merger and re-brand, around a third of all populated bets are abandoned on site and Connextra can use that information to deliver tailored content to customers once they have left the site.
The technology also enables operators to monitor which competitions and selections are of most interest to customers, which can then be fed into more efficient digital marketing campaigns.
GVC will be hoping Connextra will be able to provide a boost to bwin turnover and revenues which have, on the whole, been on a downward trend the past couple of years, although recent signs have been promising.
“We are excited to be working with Betgenius and look forward to integrating their betslip retargeting solution, which has great potential to help us provide our customers with relevant marketing messages, tailored to their interests, while reducing the CPA costs to our business,” Adam Lewis, GVC’s Group head of sports book labels, said.
Last month GVC, which acquired bwin.party on 1 February, said the bwin brands had posted NRG growth of 11% for the year through to 20 April.
Other operators live with the Connextra product include Ladbrokes and Coral.