Betfred selects Otherlevels to refine mobile campaigns

Mobile marketing and analytical firm OtherLevels has been chosen by Betfred.com to power its native mobile messaging campaigns.

The campaigns, which reach over 100 000 subscribed players, aim to provide relevant and targeted messaging while bridging between the online and physical sectors.

“In gaming, and especially sports betting, delivering the right message to an engaged user at the right time is critical for success,” commented James Shaw, Head of Retention at Betfred.com.

“Mobile is an ideal platform for sports betting and wagering, but we were tasked with helping Betfred.com accelerate their mobile efforts and bring them up to par with a well established email and SMS program. So the challenge was complicated and layered,” added Ramsey Masri, CEO of OtherLevels. “Mobile devices can deliver news that is critical to making good bets in a timely fashion. However, that insight has to be actionable and incentivized through well-tested and well-timed notifications.”

“We now have features that are real game changers,” continued Shaw. “Not only can we geo-fence sports venues, but our retail stores can drive traffic ‘across channels.’ For us, it was absolutely critical to have a clear picture of our players and how they perceive and act on offers from any channel. OtherLevels gave us the ability to do in mobile what previously have done very successfully for almost 50 years in more traditional channels. I’d say we’ve not only embraced the mobile future, we’re defining it.”

In related news, App Developer Degree 53, backed by Betfred owner Fred Done, has designed a new website Myracingresults.com for Betting Investments.

The website is focused on providing horse racing fans with daily race cards, live odds, results and tips fueled by a content management system that provides the fast upload of information, news and forecasts from websites such as Betfred, Betfair and Sporting Life.

MyRacingResults.com was launched along with Betting Investment’s Horse Racing Super Tips Facebook page which has attracted 145 000 followers to date.

“Degree 53 has done a brilliant job,” said James Prosser, co-founder of Betting Investments. “This is the next stage in our strategic brand development and we have now started working with the team to produce a Myracingresults app for iPhone and iPad.”

Stefan Rodgers, commercial director at Degree 53 added: “We have a clear understanding of what Betting Investments want to achieve and we work closely with them to ensure their aims and expectations are met.

“They are an exciting company and we’re delighted that they continue to turn to us with new projects as they continue to develop their online presence.”

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