Managed Services

SBTech eyes added personalisation alongside Fresh8

SBTech has announced its latest technology partnership, teaming up with Fresh8, who is to integrate its marketing solutions to fully maximise the sports betting solutions provider’s messaging service.

It is hoped that through the integration of the Fresh8 marketing technology, optimal advertising will be delivered to both bookmakers and users.

Fresh8, the advertising automation platform provider to the sports betting sector, is already live with a number of SBTech operators delivering a whole host of services.

Amongst them is the provision of fully automated and personalised multi-format display campaigns, designed to increase customer acquisition rates and improve the retention levels of their existing users.

Ian Bradley, Chief Product Officer of SBTech, commented: “We’re delighted to be partnering with Fresh8, whose technology has already increased efficiency and returns for many of our operators.

“This partnership aligns perfectly with SBTech’s work on personalisation and targeted CRM, with the aim of generating the most relevant advertising to match users’ unique preferences. We look forward to seeing Fresh8 develop its offering as we roll it out across our network.”

Fresh8 utilises contextual content, CRM data, and sports betting product data in order to build the best and most relevant advert for users at any moment, achieved automatically, at scale and targeting customers in real time.

The company details that this is “especially important for in-play betting,” where “conversions are maximised through hyper-responsivity to the game situation.”

Andrew Sharland, CEO and co-founder of Fresh8, added: “We’re very happy to be partnering with one of the leading solutions providers in the sector. Fresh8 is all about enabling operators to significantly improve the efficiency of their marketing efforts by unlocking the value of their data.

“Our platform powers the automatic creation of marketing assets, significantly improving ROI from digital media spend.”

This follows further US-based development for SBTech earlier this month, which saw the firm makes its second major announcement alongside the Resorts Casino Hotel in Atlantic City, where it will act as lead betting systems provider.

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