NetEnt to launch big data-driven media buying service
Platform will enable casino operators to reduce marketing spend and develop targeted advertising campaigns
NetEnt has partnered with marketing technology business Ve Global to develop a media buying platform for online casino operators.
The technology pairs Ve’s proprietary platform with NetEnt’s statistical insights to build an anonymous understanding of an operator’s audience, to help it produce targeted advertising campaigns.
The provider said the service will help reduce player acquisition cost and drive retention by offering access to unique audience data and behavioural insights.
It will also allow operators to be more accurate in their marketing strategies and reduce marketing spend.
Enrico Bradamante, managing director at NetEnt, said: “The partnership is about combining a leading media buying desk platform with a unique source of iGaming data, to serve a demand from international casino operators.
“We look forward to continue helping our customers stay ahead of the competition by offering a solution for more efficient marketing.”
Malta-based Gaming Innovation Group is the first operator to sign up to the service, with the platform set to officially launch in 2018.
Morten Tonnesen, CEO at Ve, added: “iGaming customer acquisition has not evolved as quickly as other online sectors and faced with stiff competition, casino operators need to start leveraging data to cost-effectively present advertising to relevant users across the web.”