Optimove: How we unleash Power 50 operators’ full potential

EGR: Optimove has revealed it works with 56% of the operators listed on the EGR Power 50 ranking for 2023. What does this mean to the business?

Pini Yakuel (PY): Collaborating with 56% of the operators listed on the 2023 EGR Power 50 ranking is humbling. It signifies Optimove’s ability to deliver value to top-tier operators across the globe. It highlights our role as a trusted partner for igaming leaders and emerging-growth operators seeking to optimise their CRM marketing efforts. Being the leader in the industry is not a privilege; it’s a responsibility to set standards and deliver innovative solutions that benefit the entire igaming sector.

EGR: How have these collaborations with major players in the industry been secured?

PY: Optimove, founded in 2012, has over the years grown alongside our clients, some of which are now industry leaders. Several have worked with us for more than 10 years while others have joined just in the past two years, such as bet365 and Kindred Group.

This experience has given us a unique advantage. We have a wealth of knowledge that enables us to collaborate with the igaming ecosystem to drive industry advancements. We can bring our partners exclusive insights derived from data spanning 1,200-plus global brands. We have CRM marketing experts who have been working within the industry, across regions and brands, for years. All this combines to provide an expertise that sets the industry standard for optimising retention and maximising lifetime value.

EGR: How does your approach to CRM align with the needs and challenges of these operators?

PY: Optimove’s CRM approach aligns seamlessly with the needs and challenges of igaming operators by focusing on player retention, profitable revenue growth and the maximisation of customer lifetime value. Our commitment to scalability through AI orchestration empowers operators to run personalised campaigns at a scale that drives results in this dynamic industry. 

At the heart of our approach is player-led marketing, which ensures operators maximise player lifetime value (LTV). We recognise the value of a player goes far beyond a single transaction, and thus help operators to place players at the centre of everything they do, which in turn serves to nurture, engage and retain these players over the long term.

Our CRM marketing solutions are built to provide operators with the tools they need to analyse player behaviour, segment their audiences and craft personalised marketing campaigns. In an industry where player engagement is paramount, we excel at helping operators retain their player base and foster long-term customer loyalty.

Optimove empowers scalability with AI orchestration. In the highly competitive igaming space, operators need to run a high volume of personalised campaigns to engage players effectively. On average, Optimove clients execute more than 900 personalised weekly campaigns. This level of scale is made possible through our proprietary advanced AI orchestration, ensuring efficient and effective campaign management.

For igaming operators, profitable revenue growth is a central goal. Our data-driven marketing strategies are designed to not only retain players but also to drive revenue. We understand the unique dynamics of the industry, and our CRM solutions are geared towards optimising revenue streams, providing the necessary scalability for effective and efficient campaign management.

EGR: What trends do you foresee shaping the future of CRM marketing in igaming space, and how is Optimove positioning itself to adapt?

PY: In the igaming industry, three significant trends are shaping the future of CRM marketing: the dominance of mobile, the increasing demand for live/in-play betting and the omnipresence of AI.

Firstly, mobile usage in igaming has continuously grown with a remarkable 10% surge observed in 2023, reaching 80% of all bets placed. This trend is pivotal and supported by industry statistics. According to Market Research Future (MRFR), in the US alone, the mobile gambling market is expected to thrive at a rate of 12% between 2022 and 2030, reaching around $154.8bn by 2030.

Optimove has always been at the forefront of the CRM marketing industry. As such, when we identified this trend a few years back we acquired a company named Kumulos to provide native solutions for mobile engagement. Today, OptiMobile allows igaming marketers everywhere to create personalised journeys across mobile channels while Opti-X allows them to personalise their mobile app or mobile web interface. The personalised journey resulting from these advancements position our clients to maximise the surge in mobile-first sports betting and igaming.

The second focus is live/in-play betting which is significantly on the rise, with transformative impacts on the igaming industry. According to Straits Research, global online sports betting is projected to reach $146.3bn by 2032, growing at a CAGR of 11.2% over the forecast period of between 2024 and 2032.

As the industry shifts from a pre-match focus to a live-betting one, the importance of real-time data-driven marketing will only rise. Traditional real-time marketing strategies aren’t scalable enough to provide personalised in-play betting experiences. Without being able to say much about what we have planned for the year, we can guarantee, once again, that Optimove will position its operators to stay ahead of the curve.

Finally, AI omnipresence. With the rise of generative AI, it is safe to say that AI solutions have entered the mainstream. According to Gartner, by 2026, 80% of multichannel marketing hub buyers will embrace generative customer engagement through solutions that use generative AI for journey orchestration, personalisation, analytics and prescriptive operations.

Optimove’s CRM marketing solution empowers igaming operators to leverage this key trend. Our strength lies in AI-powered marketing in the igaming space, particularly through AI-mapped journeys. We’ve long advocated the shift from rule-based marketing to customer-led marketing, with AI-mapped journeys gaining prominence in 2023. This approach enables precise customer engagement, and AI remains central to our strategy as we lead in igaming marketing, ensuring our clients benefit from the latest tested and proven advancements.

EGR: As a specialist in marketing AI, how would you suggest operators approach AI to maximise performance?

PY: To maximise performance in the igaming industry, operators should begin by adopting a comprehensive approach to marketing AI. We suggest that operators go through our five-point checklist to ensure they leave no stone unturned.

First off, analyse player data with AI-led insights to discover actionable information on player behaviour, preferences and engagement. Then, personalise player experiences with AI-driven customisation and dynamic promotions.

The next couple of steps are to orchestrate personalised player experiences with AI-mapped journeys that are tailored to each specific player and implement AI for real-time behavioural analytics to optimise marketing strategies.

Finally, you need to make sure that you continuously optimise AI-driven initiatives by analysing performance, iterating and refining strategies based on player behaviour, market trends and technology advancements.

Pini Yakuel is the co-founder and CEO of Optimove, the first customer-led marketing platform. From its launch in 2012, under Yakuel’s leadership, Optimove has become a recognised global retention and CRM marketing platform and solutions for leading global brands. Yakuel holds an MSc in industrial engineering and management from Tel Aviv University.