Playtech launches "game changing" marketing automation tool

Playtech has launched a new marketing tool that automates campaign management tasks and enables its licensees to “streamline and optimise” their marketing efforts.

The ‘Campaign Manager’ tool, which has already been trialed by Paddy Power, acts as an extension to Playtech’s IMS and automates tasks such as player segmentation, multi-product and cross-channel bonusing as well as running targeted player messaging campaigns.

Paddy Power and Titanbet were among a group of licensees to first trial the system, and Paddys revealed it had recorded triple-digit increases in its campaign conversion rates after trialing it with its casino product.

“Aside from the obvious benefits of automating some of our manual tasks, Campaign Manager allows us to ensure that we contact customers at the right time in their lifecycle and with the offer appropriate for that time,” Gavin Hamilton, head of gaming at Paddy Power, said.

Playtech says the tool allows licensees to design user journeys by integrating the automated tasks with bonusing, personalisation and content delivery tools currently available within the platform.

Campaigns can then be run using multivariate testing with test and control groups featuring a number of outcomes to in order to increase the efficiency of marketing efforts.

Titanbet CRM division manager Anouck Chazelas said the firm had used the tool to automate many of its conversion, retention and reactivation cycles allowing the operator to “significantly increase productivity” within its in-house marketing operations.

Although Campaign Manager has been limited to a select group of licensees to date, Playtech revealed it intended to roll the feature out to other licensees over the coming months.