OtherLevels, the mobile marketing and analytics platform, has been chosen by Betfred 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 employees, Betfred 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. “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.
The OtherLevels platform will improve Betfred’s ability to segment and message players based on real, measurable actions through native targeting and retargeting features that simplify and enable retention strategies.
“Mobile is an ideal platform for sports betting and wagering, but we were tasked with helping Betfred accelerate their mobile efforts and bring them up to par with a well-established email and SMS programme. 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 incentivised through well-tested and well-timed notifications.”
“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.”
