Online gaming software giant Playtech has expanded its IMS platform with the addition of Campaign Manager.
The firm said that the new features have been designed to streamline and optimise licensee marketing efforts and revenues by fully automating key aspects of the player journey.
The out-of-the-box system, which offers both scheduled and real-time triggers and conditions, integrates with the advanced bonusing, messaging, personalisation and content delivery tools of the IMS.
The new solution also provides integration options, thus allowing licensees to design user journeys across all products and channels.
In addition, Campaign Manager enables features such as automated player segmentations, multivariate testing with test and control groups, player messaging and business alerts.
“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,” Playtech’s IMS product manager, Shelley Harding-Ban, said.
“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.”
Irish bookmaker Paddy Power has become one of the first licences to trial the system in production, using it to automate and optimise conversion efforts for its casino product.
The bookmaker reported triple-digit conversion rate increases in trial campaigns and is now looking to leverage the system across other stages in the player lifecycle.
Gavin Hamilton, head of gaming at Paddy Power, added: “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.”
source : www.igamingbusiness.com
