Playtech launch automated marketing product

Playtech have launched Campaign Manager an initiative designed to streamline and optimise licensee marketing efforts and revenues by fully automating key aspects of the player journey including advanced bonusing, messaging, personalisation and content delivery tools.

Campaign Manager on the IMS platform allows licensees to design user journeys across all their products and channels, enabling automated player integration, multivariate testing with test and control groups and range of outcomes that include multi-product and cross-channel bonusing, player messaging and business alerts.

Paddy Power is one of the first licensees to trial the system in production, using it to automate and optimise conversion efforts for its casino product. Following triple-digit conversion rate increases in trial campaigns, the international operator said it is now looking to leverage the system across other stages in the player lifecycle.

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

“The initial results have been very encouraging and we are excited about the opportunities this opens up to us in the future.”

“Campaign Manager’s innovative marketing automation capabilities further enhances the position of Playtech’s IMS as the industry’s leading value-adding gaming platform,” commented Shay Segev, chief operating officer for Playtech.

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