GVC names Optimove as enterprise customer marketing vendor

GVC has entered into a partnership with software services company Optimove.

Under the deal, Optimove will serve as the enterprise CRM and player marketing vendor for GVC, which operates a number of leading brands such as bwin and SportingBet.

Optimove will enable GVC’s CRM and marketing operations to consolidate, manage and automate multi-channel marketing based on predictive customer modelling technologies.

The company’s technologies automatically personalise, execute and optimise a framework of customer-data-driven campaigns, which it said will help to boost player spend and engagement.

In addition, Optimove will provide GVC with a full range of services, such as CRM strategy consulting, development of customer-centric marketing programmes and data science as a service.

“We made the strategic decision to adopt Optimove across our enterprise following their proven success at increasing player engagement within our Sportingbet brands,” GVC head of sportsbooks Adam Lewis said.

“Optimove’s software and consulting services provide us with a significant strategic edge in our highly-competitive industry, which we’ll now leverage across bwin and the other brands within our newly enlarged group.”

Alon Tvina, chief commercial officer at Optmive, added: “The GVC brands we’ve already worked with are among the most sophisticated users of our Customer Marketing Cloud.

“We look forward to working closely with additional GVC properties to duplicate these player marketing successes and further cement GVC’s position as a leader in its space.”

Related article: GVC secures licence approval in New Jersey