Playtech has unveiled a new addition to its IMS platform, Campaign Manager.
The new features are designed to improve marketing efforts and revenues by automating key aspects of the player journey, integrating with the advanced bonusing, messaging, personalisation and content delivery tools of the IMS.
Campaign Manager enables features including automated player segmentation, multivariate testing with test and control groups and a wide range of outcomes including multi-product and cross-channel bonusing, player messaging and business alerts.
Paddy Power is one of the first licensees to trial the system in production. Gavin Hamilton, head of gaming at Paddy Power, said: “Aside from the obvious benefits of automating some of our manual tasks, Campaign Manager allows us to ensure that we contact our customers at the right time in their lifecycle and with the offer appropriate for that time.
“The initial results have been very encouraging and we are excited about the opportunities this opens up to us in the future.”
Playtech plans to roll out Campaign Manager to additional licensees in the coming months.
