Parimatch taps Betegy to improve marketing campaign efficiency
Online betting operator bolsters global marketing efforts via machine learning and instant data capabilities
Parimatch has put pen to paper on a technology supply agreement with sports data specialist Betegy to improve its internal marketing processes. Under the remit of the agreement, Parimatch will use Betegy’s proprietary automated content generation platform to produce bespoke marketing campaigns. Betegy’s technology taps machine learning algorithms to manifest sports data and odds into graphics, banners, animations and widgets. The content is then made compliant for each region it is deployed in and will initially roll out across Parimatch’s football betting products for more than 15 leagues. Parimatch claims the previous three-day turnaround time for an event-based marketing campaign with more than 200 banners can now be produced in just two minutes thanks to its partnership with Betegy. Sergey Portnov, Parimatch CEO, said: “Thanks to strong marketing, the Parimatch brand is becoming recognisable worldwide. Our partnership with Betegy will help us optimise marketing processes and enter new international markets.”