Enhaced price marketing platform from Paddy Power

Irish bookmaker Paddy Power launched its Enhanced Price Marketing platform for mobile and tablet devices earlier this week.

Paddy Power will push special price offers to its mobile customers when they log in to the Paddy Power app under a menu tab titled “Power Play”.

The bookmaker said it will analyse players betting behaviour during the 2014 World Cup and provide customers personalised odds based on the analysis.

“It’s a way of driving behaviours, it’s a way of driving loyalty, a way of encouraging people to try new types of bets as well as reinforcing our value proposition to our customers,” said Darren Lovern, head of online sportbook at Paddy Power.

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