The global online gambling operator, Kindred Group, has recently formed a partnership with Optimove, a leading customer relationship management (CRM) marketing solution provider for the iGaming industry. Kindred, known for its flagship brand Unibet, aims to utilize Optimove’s expertise to enhance their player-led marketing strategies and process optimization.
By teaming up with Optimove, Kindred continues its strategic plan to invest in scaling retention marketing solutions while maximizing player lifetime value as a key driver for growth. The group will leverage Optimove’s scientific approach embedded in its CRM Marketing solution to evaluate and attribute the incremental value of each player interaction.
Kindred will use Optimove’s complete suite, which includes mobile, SMS, and email marketing channels, as well as personalized experiences via Opti-X. This platform uses over 20 artificial intelligence models to customize digital experiences for players. Additionally, Unibet will have access to unified customer profiles that provide predictive, historical, and real-time customer data from various sources.
Furthermore, Kindred will utilize Optimove’s productized experimentation tools to optimize its CRM marketing performance through an ongoing optimization loop. This will help the group assess the incremental uplift of each new strategy and campaign.
Optimove’s vice president of revenue, gaming, Motti Colman, expressed his excitement about the partnership, describing Kindred as a true leader in iGaming committed to delivering exceptional customer experiences. He referred to the collaboration as a “powerful alliance” and expressed gratitude for Kindred’s confidence in Optimove’s capabilities.
Similarly, Kindred’s director of retention marketing, Dan Gabay, emphasized the importance of personalized and timely customer messages in improving players’ experiences. He expressed confidence in Optimove’s contribution to their efforts.
In other news, La Française des Jeux, the premier lottery and sports-betting operator in France, revealed plans to acquire the Kindred Group for approximately $2.5 billion in January. This acquisition signifies significant growth and expansion opportunities for Kindred in the iGaming industry.