GVC targets CRM boost with Optimove deal
Operator to base entire CRM strategy across all B2C brands on Optimove's software and services
GVC Holdings has signed a deal with Optimove to extend the firm’s CRM and player marketing services across the operator’s entire B2C portfolio.
The partnership will see GVC base its entire CRM strategy on Optimove’s software and services on all brands, including CasinoClub and newly acquired bwin.party, following a successful trial with Sportingbet.
“We made the strategic decision to adopt Optimove across our enterprise following their proven success at increasing player engagement within our Sportingbet brands,” said Adam Lewis, GVC’s Group head of sportsbooks.
“Optimove’s software and consulting services provide us with a significant strategic edge in our highly-competitive industry, which we’ll now leverage across bwin and the other brands within our newly enlarged group,” added Lewis.
Optimove enables GVC’s various CRM and marketing operations to consolidate, manage and automate multi-channel customer marketing based on predictive customer modelling technologies.
The customer marketing cloud automatically personalises, executes and optimises a complete framework of customer-data-driven campaigns, aimed to increase player spend and engagement, as well as reduce player churn.
Additionally, Optimove will provide GVC with a full range of services, including CRM strategy consulting, development of customer-centric marketing programmes, and data science as a service.
Optimove CCO Alon Tvina said: “The GVC brands we’ve already worked with are among the most sophisticated users of our Customer Marketing Cloud.
“We look forward to working closely with additional GVC properties to duplicate these player marketing successes and further cement GVC’s position as a leader in its space.”