Lottomatica widens CRM marketing scope with Optimove agreement

Lottomatica selects Optimove as its CRM marketing solution
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Lottomatica Group – the Italian operator in online sports betting and games – has selected Optimove as its CRM marketing solution.

The partnership is set to enhance Lottomatica’s CRM marketing capabilities and enable the firm to scale and manage hundreds of player segments by orchestrating real time and scheduled multi-channel campaigns, personalised for each player.

Optimove’s scientific approach will allow the operator to measure the incremental value of each player interaction and enhance its responsible gaming practices using its predictive model for identifying and handling at-risk players.

“We are delighted to join forces with Optimove,” said Simone Occhiuzzi, Digital Director at Lottomatica. “To ensure we’re always one step ahead of the pack, we decided to work with the best, proven CRM marketing platform.

“Optimove’s best-in-class solution will help us deepen the relationship with our players and ensure we’re always the responsible choice for players. We believe igaming should be, and remain, a fun activity and are acutely aware of the importance of having responsible gaming practices in place.

“Optimove’s CRM marketing platform will help us win a bigger share of wallet while maintaining a compliant and responsible CRM marketing strategy.”

The move means Optimove now works with five of the top six operators in Italy as they help brands with large-scale CRM marketing frameworks.

According to the CRM marketing platform, the methods its employs empower gaming operators to better understand the behaviours that players exhibit before they become ‘at-risk’, and thus offer a greater level of protection.

“We’re thrilled to be selected by Lottomatica Group as their CRM marketing solution,” added Motti Colman, Senior Director of Sales at Optimove. “When a top operator joins forces with the leading CRM marketing hub, expect big things.

“A customer-centric marketing approach is more important than ever for brands wishing to differentiate themselves from their competitors in today’s market.

“An effective CRM marketing strategy must include the ability to unify customer data, micro-segment audiences, create personalisation at scale, AI-Orchestration and measure the incremental impact of every action.

“Optimove provides all the pieces of that puzzle and more. We’re looking forward to helping Lottomatica use these capabilities as a growth driver for the business.”

Lottomatica – which was sold to Gamenet Group SpA for €950m by IGT last year – has a customer base of one million online players and a franchising network of around 3,000 points of sales.