Provider of marketing optimization solutions Beehive today announced that its tools have been deployed by online gambling operator GVC Holdings and more particularly by its Playtech-powered iGaming brands.
The move comes as part of GVC’s efforts to devise its multi-channel marketing campaigns in a manner that would approach each player according to their individual interests and demands. Through Beehive’s platform, the gambling operator will aim at analyzing, optimizing, and monetizing customers, thus boosting conversion and retention rates.
Commenting on the Beehive deal, GVC Chief Product Officer Liron Snir said that they consider it very important to go live with an effective CRM solution, particularly at a time when CPAs are on the rise.
GVC has not been the first Tier 1 gambling operator to opt for Beehive’s products. The marketing solutions provider has recently penned a similar distribution deal with major UK bookmaker Ladbrokes.
Customer Experience and Personalization as an Important Industry Trend
It is believed that the provision of personalized gambling options will establish itself as a leading trend. The industry has come a long way since physical gambling was the only way for customers to engage in such activities. It is not that brick-and-mortar facilities are not trendy any more, but digital offering will only become more and more popular in the years to come.
One of the main advantages of Internet gambling is that it facilitates its providers in monitoring and analyzing customers’ behavior and preferences. Personalized offering can thus be provided; offering that responds to individual customers in an individual manner.
GVC’s Expansion Efforts
Bearing in mind GVC’s activity over the past several months, expansion in the group’s case could mean the addition of new products and the launch of these products across multiple regulated jurisdictions.
Most recently, the company announced the roll-out of optimized table games content across its casino brands. The blackjack and European roulette games have been built in-house and are aimed to respond to the growing demand for mobile-friendly offering.
Aside from that the gambling operator, which is also known for providing B2B services, has joined forces with leading gaming suppliers such as Scientific Games, Realistic Games, and Blueprint Gaming, to name a few, to go live with their content.
