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Betsson Group partners with Fast Track in African markets

| By Elena Carruthers

Betsson Group has chosen Fast Track CRM for Betsafe Kenya

Betsson has been operating in the gambling industry for more than 50 years. Since their beginnings in the land-based space, the operator has grown to encompass a group of over 20 online brands, including NordicBet, CasinoEuro and Betsafe.

Betsafe entered the Kenyan market in December 2020. The sportsbook-led brand is differentiating itself in the region by offering the most competitive and appealing Jackpots in the market. Betsafe Kenya also boasts an innovative and unique market first Text Betting and Telegram product. They are also committed to providing a safe environment for their customers and are the first operator in the region to hire a responsible gaming officer.

Betsafe Kenya will be using Fast Track to implement an automated engagement strategy tailored to the market. They will also take advantage of the flexible segmentation model available within Fast Track CRM to shape detailed segments based on player value, activity and preferences. Michael Hennessy, Product Campaign Manager for New Markets said: “We found FastTrack extremely flexible in their approach to solution capabilities and pricing model which was integral for us in the African market. We strive to engage with our players in the best way possible and look forward to using Fast Track’s real-time data to optimise our Retention efforts.”

The Fast Track platform provides operators with the tools they need to achieve efficient, scalable player engagement. Operators who work with Fast Track can take advantage of a workflow specifically built for iGaming alongside a rich, real-time data feed and powerful automation capabilities.

“We ensure that every instance of our platform is tailored to the individual needs of the brands we work with. We are happy to be able to provide Betsafe Kenya with the flexibility to work in a way that will meet the demands of this unique market and look forward to the possibility of collaborating with them in other emerging markets in the region,” commented Simon Lidzén, Co-Founder and CEO of Fast Track.