Fast Track has partnered with Betsson Group to roll out an automated engagement strategy for its Betsafe Kenya brand.
Through the agreement, Betsafe Kenya will “take advantage of the flexible segmentation model” which will help shape detailed segments based on player value, activity and preferences.
Simon Lidzén, Co-Founder and CEO of Fast Track, commented: “We ensure that every instance of our platform is tailored to the individual needs of the brands we work with.
“We are happy to be able to provide Betsafe Kenya with the flexibility to work in a way that will meet the demands of this unique market and look forward to the possibility of collaborating with them in other emerging markets in the region.”
Betsafe first entered the Kenyan market in December 2020 by launching a “market-first text betting and telegram product”.
By using Fast Track’s real-time data, the operator will be able to drive additional engagement while also optimising its retention strategy.
Michael Hennessy, Product Campaign Manager for New Markets, said: “We found FastTrack extremely flexible in their approach to solution capabilities and pricing model which was integral for us in the African market.
“We strive to engage with our players in the best way possible and look forward to using Fast Track’s real-time data to optimise our Retention efforts.”