UK – Playtech launches game-changing Campaign ManagerBy Phil - 4 November 2014
Playtech 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.