Axom Gaming partners with 888AFRICA following 18 per cent revenue uplift

Automated decisioning platform to be deployed across 888AFRICA’s CRM estate following successful three-month trial 

Axom Gaming, the decisioning layer helping operators maximise performance from existing CRM platforms, has announced a major partnership agreement with multi-brand operator 888AFRICA following a successful three-month test period.

The collaboration brings Axom’s enterprise-grade predictive intelligence to 888AFRICA’s expanding portfolio of online sportsbook and casino brands operating in various regulated African markets.

During an initial targeted deployment of the Axom “decisioning layer” in selected 888AFRICA audience cohorts, the technology demonstrated immediate commercial value through the smart orchestration of customer journeys and next-best-action analysis at the individual player level, processing billions of behavioural and transactional data points throughout the three-month trial.

Against the operator’s existing CRM approach, Axom drove an exponential trajectory of incremental net revenue of 2% in the first month, and 7% in the second, rising to 18% by the end of the three-month test period as the technology continued to learn and self-optimise.

Axom Gaming, formerly ibex.ai, provides an AI brain that works alongside an operator’s existing CRM platform, helping them make better decisions for each individual customer and maximise lifetime value.

Crucially, this will allow 888AFRICA’s various brands to improve upon existing CRM stacks, while allowing its various marketing teams to scale their strategic output without the heavy lifting of manual segmentation which is now picked up by Axom’s automation layer.

“Our unique market proposition is primed for a rapidly-growing, multi-brand operator like 888AFRICA”, said Danny Rippon, CEO of Axom. “We deliver measurable commercial uplift to our partners, as we’ve proven through this test phase, and we’re now ready to scale our integration across the group. The next phase will allow our decisioning layer to continue to learn and self-optimise against 888AFRICA’s commercial objectives, driving increasingly effective individual customer decisions and further incremental NGR growth.”

Martin Nieri, founder and CMO at 888AFRICA, added: “888AFRICA has ambitious growth plans, and maximising the performance of the technology and resources we already have is crucial. Integrating Axom Gaming’s decisioning layer into our existing CRM and engagement capabilities brings us a new level of efficiency. We’ve already seen a major performance uptick, and what is particularly exciting for us is the ability to scale the business significantly, increase NGR and manage a much larger customer base without needing to scale CRM headcount at the same rate.”