okay we're now going to move on to our next session now of course we live in interesting times and today's economy has players around the world reconsidering their spending habits which is directly impacting operator revenues however a select few are booking the trend and growing faster than the market average right now we are going to explore the way that leading operators have utilized sophisticated marketing to outperform expectations grow faster and maximize player lifetime value and when we're talking about how much faster the statistic is 50 faster that is a very bold and ambitious claim that's
a very impressive statistic and we have a very impressive individual who's going to join us on the stage right now to take us through how it he is making this happen my dear friends please join me in welcoming to the stage the director of client management at the mighty optimove it's Jeff Clementon thank you thank you [Music] good afternoon Valletta hi everybody thanks for dropping by so my name is Jeff clevenson I work for optimove and I'm here to talk about why sophisticated CRM marketing helps gaming Brands grow 50 more quickly than the market which
is a very long title and my first challenge was to get through that without tripping over it so I've done that so great um let me start by talking a little bit about optimove and what we do we are a cloud-based CRM marketing solution um we help our clients tailor the experiences of their customers in terms of their marketing messaging but also in terms of their experience when they interact with their platforms we've been doing this for over 10 years now and we work with some of the leading operators in the world um over the
course of those 10 years we have built expanded improved the platform and enhanced it based upon the direct feedback that we get from those clients um and we are now in a situation where we we have a platform that is exactly specified and built to suit the needs of the gaming industry um we are very proud of the clients that we work with I want to call out a few of them here so if I look at that Client List there I what I'm particularly proud of is the way that we can work across our
clients Enterprises so you take a client like Kaizen gaming through their bitano and sticky man Brands they're active in over a dozen territories and the users in every single one of those territories at 365. um a company who are notorious for not Outsourcing anything partnered with us last year and are in the process um of rolling out our platform across all of their jurisdictions entain it's possibly even more of a complex scenario because antenna have a multi-brand multi-territry strategy so we work with them with the likes of Ladbrokes and Coral in the UK in the
same territory we work with bet MGM in the US B win Etc all of those multiple Brands being supported by the same platform and indeed as part of entain's strategy that when they buy companies which they do with increasing regularity um it's part of the strategy to then move them onto our platform so we can see that recently they bought super bets they also bought STS as it turns out they were already clients of ours which was also the course with totalotic with optibet with uh Bet City so it'd be kind of nice if anti-in
bought a company that didn't already use this but anyway I'm not going to split hairs so there we go and I think all of that added together leads us to feel that we can say with some justification that we are the market leader in this field um that's recognized by the industry I was fortunate enough to be on another stage two weeks ago collecting an award from EGR for the acquisition and retention partner of the Year award for this year an award which we've won many times and of which we're very proud anyway enough self-promotion
let's move on to the subject of this of this talk so we want to talk about how you can use CRM marketing to grow more quickly than the competition the only thing I really want to call out here is is is something about return on investment so a key part of our platform is the reporting to enable our clients to accurately measure the return on investment that they get from not only individual marketing campaigns but also their use of our platform and me speaking from somebody who works in account management and who deals with contract
renewals it's very important for me to be able to walk into those discussions um with a common understanding of the value that our product actually supplies and you know that contributes in part to the lengthy relationships that we have with our clients so zero marketing has the power to unlock growth or create chaos how do we ensure that we are doing the former of those and not the latter okay what we do is we start with the customer because we know that if you start with the customer you're getting their loyalty you improve retention you
improve their lifetime value that's that's that's what we intend to do so when we first start working with you the first thing we do is get an understanding of the data that's available within your systems and get that into our platform whether that be through scheduled batch data about historic customer information or whether that's real-time information minute by minute about what your clients are doing on your platform we ingest that data we enrich it with our own AI models with our Predictive Analytics so that we start to get an understanding of what is the potential
lifetime value of those clients and where do they sit in the customer lifecycle are they new clients are there dormant are they active within a particular product we can start to really understand those customers and what the potential is that that's within them and we help you unlock that um data and this analysis has been always a really key part of what we do I'm also proud to say that two weeks ago I was on the stage again collecting an award for the data and AI part of the Year award from the from the same
EGR Awards so you know we really specialized in this is the at the heart of what we do now once we've done that and we've got this understanding of your of your player base what you can start to do is to break it down you can segment your customer base you can start to understand the different groups within it and then you can plan campaigns and user Journeys to communicate with those clients and then you can use our native execution channels to deliver those campaigns to your customer base all of this native all of this
within the single platform now where this can create a challenge of course is that you've then got hundreds perhaps thousands of different segments um you've got hundreds of campaigns all potentially delivered through different communication channels how do you know how do you know which is the right one to send how do you avoid the situation where the customer is receiving multiple conflicting messages from you which are either sort of confusing or contradictory or just frankly annoying and it's going to send them away so and even then if you distill it down to just sending one
message how do you ensure that it's the right message how do you ensure that it's the one that's actually going to provide you with the greatest uplift how do you set rules and prioritizations to drive that well the simple answer is that you don't you just leave it to the platform you leave it to the AI within the platform to understand exactly what is the right message to send when should you send it and through which channel and then through the use of control groups we can understand how successful that campaign was it feeds back
into the loop and the system itself learns and optimizes it's the name of the company your ability to support those customers and to drive those revenues so I want to talk a little bit about personalization as well so I've talked about how you can break your customer base up and you can Market to them effectively now within those individual Communications we also provide the ability to personalize at a one-to-one level what you're proposing to those clients so a gaming industry like it or not I think is quite commoditized right so you look at a particular
territory The Operators within that territory are largely offering very similar products same betting opportunities same sporting events same Casino products you know how do you differentiate yourself in such a crowded and commoditized Marketplace well you can clearly you can do it with branding and positioning and above the line marketing um but I think the key thing is how you interact with your customers how you build that relationship so I've spoken a bit about how you you do that in a broader sense but when you get down to a one-to-one level our system again through use
of you know real-time data coming into the platform we can use AI to understand exactly what to promote to a particular client at the time so that whether that be a particular sporting event that they may be interested in or a particular piece of Casino content you can deliver that at a one-to-one level and that can be that could be within a scheduled Campaign which might be based upon you know some kind of upcoming tournaments or a slot release or it can be done in real time so it could be could be the result of
say a bad customer experience a losing bet or a using spin Etc or you know that anything that that happens that you might want to respond to and again you can respond to that you know immediately through push notifications through whatever channel that you want to do now the really cool thing is that as well as tailoring that at a one-to-one level you can actually extend that and tell the customer experience so because of the huge inventory of basic opportunities you know Casino products it could be quite bewildering for for customers and if you sent
them a specifically tailored message then you don't necessarily want them to then visit the website or the app and just be presented with the same as everybody else what we can do is to present what we refer to as symmetric messaging so the the personalized content that you push to them through your marketing communication can be reflected on the website or in the app so they get a much more relevant streamlined unified customer experience okay so and that can be done you know at a small scale through a carousel of Casino content or we can
take over the entire screen and we can deliver Netflix style personalization and recommendations to your client base so in summary through ailad CRM Journeys through one-to-one personalization at scale we can we can deliver 50 quicker growth than the rest of the market and we can see this through the data that sits in the platform now if you're an operator when you think that sounds interesting or if you are a platform provider who thinks you know maybe you can bolster your platform with with Market leading technology or if you are a consultant whose clients ask you
about CRM or personalization then I think you ought to adverse have a conversation with us so with that and if you want to do that you can do it quickly you could see me on the standout side but I do have a plan to catch but alternatively you can use any of the usual channels to find us and it'd be great to talk to you so I am good I've got one minute 20 left so I'm bang on schedule so with that I'm going to thank you all for your time and wish you a great
rest of the show thanks very much foreign
