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Betfred.com Chooses OtherLevels’ Platform to Power Their Mobile Marketing Campaigns
|By Business Wire
|July 28, 2014 02:00 AM EDT
the mobile marketing and analytics platform used by major games
developers, travel brands and gaming companies across the globe,
announced today that Betfred.com
has chosen them to power the brand’s native mobile messaging campaigns
that reach more than 100,000 subscribed players. One of the UK’s oldest
sports bookmaking companies with over 1,300 retail locations and 10,000
manages tens of thousands of betting slips placed by players daily,
either in location, via their website or through the company’s portfolio
of gaming apps.
For gaming companies, the ability to engage players through their mobile
device is becoming a top priority: Mobile technology has proven to
successfully bridge the device between the online and physical worlds,
uncovering new and unique opportunities for brands to reach a broad
swath of their players with relevant and targeted messaging.
“In gaming, and especially sports betting, delivering the right message
to an engaged user at the right time is critical for success,” said
James Shaw, Head of Retention at Betfred.com.
“Delivering a message to our players to incentivize them to make a wager
on an upcoming match just before kickoff or even at half-time isn’t
quite as straightforward as it may seem. In order for a campaign to be
successful it requires we know what sporting categories the player
likes, the events he or she follows, and their previous wagering
“For example, we can send half-time messages to recent, active bettors
who may not have responded to our pre-game message, while at the same
time not disturbing those who did respond. This not only increases our
overall ROI in terms of real measurable results, but it is a
sophisticated, customer-friendly approach that is unmatched in the UK.”
realises the importance of delivering timely offers and incentives to
millions of its players — the OtherLevels platform will improve the
sports bookmaker’s ability to segment and message players based on real,
measurable actions, or inactions — through native targeting and
retargeting features that simplify and enable retention strategies.
Through deep business intelligence (BI) integration between Betfred.com
and OtherLevels, players’ actions in other channels such as email and
SMS, can be transformed into a much greater understanding of their
preferences leading to more intelligent messaging and campaigns. The
OtherLevels platform ideally suited to experimentation with a suite of
testing tools — Betfred.com
can now observe, catalogue and then carefully experiment with messaging
to find what works and then build on it.
“Mobile is an ideal platform for sports betting and wagering, but we
were tasked with helping Betfred.com
accelerate their mobile efforts and bring them up to par with a well
established email and SMS program. So the challenge was complicated and
layered,” said Ramsey Masri, CEO of OtherLevels. “Mobile devices can
deliver news that is critical to making good bets in a timely fashion.
However, that insight has to be actionable and incentivized through
well-tested and well-timed notifications."
As different players, in different stages of their mobile journey, will
respond in very different ways to push notifications, OtherLevels
with the ability to link message copy to outcomes and improve on their
notifications as part of an iterative process.
“We now have features that are real game changers,” said Shaw. “Not only
can we geo-fence sports venues, but our retail stores can drive traffic
‘across channels.’ For us, it was absolutely critical to have a clear
picture of our players and how they perceive and act on offers from any
channel. OtherLevels gave us the ability to do in mobile what
previously have done very successfully for almost 50 years in more
traditional channels. I’d say we’ve not only embraced the mobile future,
we’re defining it.”
For more information about OtherLevels’ platform deployment for
Betfred.com, please contact James Shaw at 7964.46.2767 or [email protected].
For media inquiries, please contact Vanessa Horwell at 0203.372.4809 or [email protected].
Betfred.com is the World’s biggest owner-operator bookmaker with a
retail estate of over 1370 shops. Betfred acquired the Tote in July 2011
for £265 million and the company has been awarded an exclusive seven
year licence to operate pools betting on UK racecourses. Betfred.com
last year sponsored over 600 races and is racing’s biggest supporter.
The company is owned and operated by Fred Done who started with just one
shop in Salford in 1967. Back then Betfred differentiated itself by
offering excellent customer value and excellent service. These
principles are still at the heart of the business and no other high
street bookmaker offers daily bonuses and price boosts like Betfred. The
combined Betfred Group now employs over 10,000 people.
OtherLevels enables publishers to engage, retain and monetize their
mobile audiences through mobile messaging analytics.
The OtherLevels platform includes segmentation, targeting and
retargeting tools providing both to-device and on-device messaging
analytics. Through real-time optimization, including live A/B testing
and time zone based delivery, marketers and CRM managers can maximize
campaign outcomes by linking individual message copy to in App events.
OtherLevels supports both in-house and vendor push and SMS messaging
solutions, across native App and mobile web platforms. Enterprise level
BI and marketing integration with leading campaign management tools
enhance and extend the ability of companies to deliver relevant content.
OtherLevels supports global clients at scale, the largest having in
excess of 500 Million app downloads and across 20+ languages.
Headquartered in San Francisco, OtherLevels has a growing team - with
offices in London and Brisbane, Australia.
For more information, please visit http://otherlevels.com.
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