Paddy Power Betfair's US subsidiary FanDuel has enlisted marketing automation platform provider Fresh8 to support its advertising efforts in the US.
The agreement will cover marketing projects across a range of platforms and support FanDuel in the states where it has launched sports betting, including its core New Jersey market.
Fresh8 will use FanDuel’s wagering and CRM data to create and deliver machine-optimised marketing assets, which it said will help the operator save on time and costs associated with producing and distributing such content.
FanDuel will first focus on using Fresh8 technology to build real time image and video-based advertising on its programmatic channels. This will then be rolled out to its affiliate partners, which can embed the technology with a single line of code.
FanDuel’s integration with IGT means that Fresh8 will have launched its services across all major US sports betting platform providers, including Amelco, Kambi, SBTech and SG Digital.
Aaron Dugan, head of online marketing at FanDuel, explained that the real time nature of sports betting meant manually-built campaigns are no longer viable, forcing operators to look for new, innovative solutions.
“Fresh8 helps us distribute our proposition in real time and at massive distribution scale,” he said. “As soon as a bet is available in our platform, Fresh8 ensures it is also front and centre in every display, affiliate, and social advert we have.”
Fresh8 Gaming CEO Andrew Sharland added: “We are delighted FanDuel chose us to help them achieve advertising scale across channels as they expand state-by-state across the US including helping them activate their tier one media company relationships.”
FanDuel has enjoyed a successful start to legal sport betting in the US, with the operator among the highest-ranked brands in a number of states. In December, FanDuel was the biggest winner in New Jersey, reporting $9.1m (£7m/€8m) in revenue.
Last month, FanDuel also generated $1.32m in revenue in Pennsylvania, second only to rival DraftKings on $1.35m.