GVC Holdings, a leading online gaming operator owning a number of brands and listed on the AIM venue of the London Stock Exchange (LSE), has selected Optimove to support its enterprise customer relationship management (CRM) strategy and as its enterprise customer marketing vendor, according to an official announcement.
Optimove has offices in New York, London, and Tel Aviv, and provides its Customer Market Cloud service, among other solutions, to 180 brands. The deal with GVC Holdings was unveiled today at the World Gaming Executive Summit still underway, building on the company’s history with Optimove.
We made the strategic decision to adopt Optimove across our enterprise following their proven success at increasing player engagement within our Sportingbet brands.
Gaming and trading ties
Gaming remains a closely related industry to electronic financial markets and online brokerages, as many parallels exist such as the similar approaches to sales, technology, and elements of risk/reward, although the related odds and regulations can vary drastically – among other differences. Nonetheless, there are several areas of rapport between these two spaces, and as common demographics such as sports fans are drawn to both trading and gaming.
“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, commenting in a corporate statement.
Mr. Lewis added: “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.”
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The GVC brands we’ve already worked with are among the most sophisticated users of our Customer Marketing Cloud.
Building on prior relationship
GVC had previously used Optimove within some of the individual brands its owns and now expands on that relationship to its entire enterprise CRM plans, including the development of customer-focused marketing programs and data science as a service.
As part of using Optimove’s solutions, GVC will be able to streamline its CRMs and marketing operations and consolidate, manage, and automate multi-channel customer marketing, as explained in an official statement regarding the deal.
The enhanced CRM features provide predictive customer modeling techniques as part of the marketing and related tools provided by Optimove.
For example, Optimove provides a complete framework of customer-data-driven campaigns, using an automated process which helps improve conversion along with client retention rates.
Alon Tvina, COO of Optimove, commented in a statement: “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.”