Playtech launches game-changing Campaign Manager
Playtech, the world’s leading multi-channel gaming software and services supplier, has unveiled Campaign Manager, a powerful and innovative new addition to its award-winning IMS platform.
The new features are designed to streamline and optimise licensee
marketing efforts and revenues by fully automating key aspects of the
player journey. Offering both scheduled and real-time triggers and
conditions, the out-of-the-box system integrates with the advanced
bonusing, messaging, personalisation and content delivery tools of the
IMS, as well as providing integration options, allowing licensees to
design user journeys across all their products and channels.
Campaign Manager enables features including automated player
segmentation, multivariate testing with test and control groups and a
wide range of outcomes including multi-product and cross-channel
bonusing, player messaging and business alerts.
Paddy Power is one of the first licensees to trial the system in
production, using it to automate and optimise conversion efforts for its
casino product. Following triple-digit conversion rate increases in
trial campaigns, the international operator is now looking to leverage
the system across other stages in the player lifecycle.
Gavin Hamilton, Head of Gaming at Paddy Power, said: “Aside from
the obvious benefits of automating some of our manual tasks, Campaign
Manager allows us to ensure that we contact our customers at the right
time in their lifecycle and with the offer appropriate for that time."
“The initial results have been very encouraging and we are excited about the opportunities this opens up to us in the future.”
Extensive pre-launch trials of the system have demonstrated impressive results. Anouck Chazelas, CRM Division Manager at Titanbet, one of a group of trial licensees, said: “Campaign
Manager has allowed us to fully automate many of the conversion,
retention and reactivation cycles which we previously performed
manually, allowing us to focus our resources on optimising our offers
and improving our targeting. It’s also helped us significantly increase
productivity within our marketing operations teams and gives us a faster
time-to-market for new ideas.”
Shay Segev, COO, Playtech, said: “Campaign Manager’s innovative
marketing automation capabilities further enhances the position of
Playtech’s IMS as the industry’s leading value-adding gaming platform.”
Shelley Harding-Ban, IMS Product Manager, Playtech, added: “Campaign
Manager’s cross-channel and multi-product capabilities deliver on the
promise of the IMS being a one-stop-shop and a source of success for our
clients, while enhancing its current functionalities to create
additional value for our customers.
“The system is showing exceptionally good results and we are again
raising the bar, firmly cementing our position as the leading platform,
software and services provider within the global gambling industry.”
Playtech plans to roll-out Campaign Manager to additional licensees in the coming months.