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32Red goes live with Fast Track CRM

| By Elena Carruthers

32Red, a Kindred Group brand, is live with their own, bespoke instance of Fast Track CRM

32Red is one of the most recognised online casino brands in the UK and has won multiple awards, highlighting their dedication to the player experience and great customer service. The primary goal of their partnership with Fast Track has been for the team to be able to achieve greater flexibility in their campaigns with less manual labour. Fast Track’s platform provides them with the rich real-time data and automation capabilities that are key to achieving this.

32Red needed an enhanced segmentation model that goes above and beyond a standard integration: the team now has access to over 400 data points to define their segments. A series of in-depth workshops, as well as ongoing discussion and ideation, have ensured that the 32Red team had the right foundation to implement the next generation of player engagement. Now that the integration is done, they can use this data to automate the display of relevant, dynamic content in their emails, and create a personalised experience at scale.

Mike Kirwan, head of UK customer marketing at Kindred Group, said, “Fast Track’s flexibility has allowed us to build the platform we needed to execute on our vision for player engagement. We are looking forward to making use of all the capabilities and customisations we have worked on with the Fast Track team, as well as continuing to collaborate on new ideas and features.”

Jean-Luc Ferriere, CCO of Fast Track, stated: “We see any new integration as a collaboration between us and our new partner. Working with 32Red has been a great example of how that strong sense of partnership can benefit everyone involved. We have been really impressed by the creative-thinking that has shaped their implementation,  and it has been fantastic to work with the 32Red team so far.”