Optimove acquires tech firm founded by Ladbrokes alumni
The acquisition will allow Graphyte’s cloud-based personalisation platform to extend its reach in the igaming market
Optimove have acquired tech firm Graphyte, which was founded by Ladbrokes alumni Damien Evans and Rob Davis.
Graphyte represents the second acquisition in the last six months after mobile messaging firm Kumulos was purchased by Optimove in March.
2018 saw the establishment of the London-based startup Graphyte, which currently has 20 employees. Its scalable personalisation engine, which serves up AI-based product recommendations and personalises web and mobile sites and apps to engage customers, is used by companies such Entain, Sisal and 888.
Due to this acquisition, Graphyte will integrate Optimove’s CRM marketing capabilities through its customer data platform.
Pini Yakuel, Optimove founder and CEO, said: “Graphyte’s machine learning and personalisation capabilities are way ahead of the curve.
“Combining those with our native customer data platform and multi-channel journey orchestration engine will prove extremely valuable for both our client bases and the igaming industry.”
Evans added: “We couldn’t be happier to join forces with Optimove as an integral part of their offering.
“Optimove’s CRM marketing capabilities are second to none, and its dominance in the igaming market is well-established.”