Optimove selected as CRM partner by bet365

For the first time since the company’s founding in 2000, bet365 has turned to a third-party to support its customer relationship management (CRM) marketing efforts.

Using Optimove’s AI-mapped CRM journeys, the partnership will allow bet365 to boost its CRM marketing campaigns to scale and manage hundreds of player segments, orchestrate real time and scheduled multi-channel campaigns and measure the incremental value of each player interaction.

Optimove’s customer data platform will allow bet365’s marketing team direct access to their customer data to “build, test and optimise hundreds of CRM campaigns weekly”.

In July 2022, Optimove announced its acquisition of Graphyte, and in March 2022 it acquired Kumulos, following a $75m investment led by Summit Partners in September 2021.

Alex Sefton, chief marketing officer at bet365, said: “This deal heralds a change in direction for bet365 but also the start of a long-term partnership working with Optimove to grow our business. We are at the start of something genuinely exciting for bet365 and I don’t think we could have found a better partner.”

Motti Colman, senior director of sales at Optimove, said: “As a company that is known for keeping most of its tech in-house, this is a huge move by bet365 to go out to a third-party provider. We’re proud to have been chosen and humbled by bet365’s belief in our ability to deliver.

“I am certain that the work we accomplish together over the coming years will be groundbreaking and will help catapult bet365