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Kindred Group Selects Optimove as its CRM Marketing Solution to Orchestrate Personalized Journeys and Maximize Player Lifetime Value European Gaming Industry News

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Kindred Group plc’s (Kindred), flagship brand, Unibet, has selected Optimove, the number-one CRM marketing solution for iGaming, to orchestrate and optimize all CRM marketing activities. Kindred is one of the world’s leading online gambling operators with businesses across Europe, North America and Australia.

The partnership between the two industry leaders continues Kindred’s strategic investment in scaling retention marketing efforts and maximizing player lifetime value as a growth driver for its business. The scientific approach embedded in Optimove’s CRM marketing solution will empower Kindred to measure and attribute the incremental value of each player interaction and increase operational efficiencies.

Kindred is set to utilize the complete Optimove suite, including e-mail, mobile and SMS marketing channels and gains the following key capabilities:

  • Delivery of personalized experiences: Using Opti-X, Optimove’s digital experience platform (DXP), Kindred is empowered to personalize digital experiences with dynamic content across owned properties and channels using ready-to-go widgets. They can create the ultimate personalized player experience on their website or mobile app by combining business rules with over 20 artificial intelligence (AI) models
  • Access to unified customer profiles: Unify all historical, predictive and real-time customer data from sources such as CRM, service clouds and data warehouses via Optimove to create a comprehensive single customer view accessible to CRM marketing teams
  • Multichannel personalization and orchestration: Orchestrating hundreds of campaigns seamlessly by leveraging Optimove’s AI-mapped CRM journeys to deliver personalized customer communications across any channel
  • A continuous optimization loop: Leverage Optimove’s productized experimentation tools to measure the incremental uplift of each campaign, journey and strategy to continuously optimize CRM marketing performance

“Kindred is a true leader in iGaming committed to delivering an exceptional customer experience to its players,” the Vice-President of Revenue, Gaming for Optimove, Motti Colman, said. “This partnership forms a powerful alliance and we are honored to have been selected. We appreciate Kindred’s confidence in our ability. We are excited that our combined efforts in the upcoming years will be revolutionary, propelling Kindred and iGaming marketing into a new era of growth.”

“With Optimove as the trusted CRM marketing leader, we are confident it will contribute to our ongoing efforts to enhance players’ experiences,” the Retention Marketing Director for Kindred, Dan Gabay, said. “Optimove will assist us in delivering personalized and timely customer messages that align with the speed of player interactions with our sports content and casino gaming.”

The announcement follows the recent release of the 2023 EGR Power 50 list, revealing that 56% of the operators listed work with Optimove.

Optimove will exhibit at ICE London 2024 in London from February 6 to 8 on booth N5-110.

Alan Campbell

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