Optimove, the leading CRM marketing solution for the iGaming sector, announced today that it has been chosen by 888AFRICA to accelerate its continued rapid growth in the African continent by enhancing player engagement and retention.
Founded in 2022, 888AFRICA is a world-class betting and gaming joint venture part-owned by 888 Holdings plc which operates the 888bet or 888bets brand in the Democratic Republic of Congo, Tanzania, and Mozambique, plus BetLion in Zambia. The company plans to expand across Africa’s regulated online betting and gaming markets. The African gambling market is forecast to reach $6.7 billion by 2030.
888AFRICA will gain several vital capabilities from Optimove’s CRM Marketing solution:
- In-depth customer insights: access unified player data to create as many creative player segments as they desire without relying on other teams.
- Smart Orchestration: 888AFRICA is freed from manually mapping every customer journey by combining AI with business rules for smart multichannel orchestration.
- Enhanced marketing attribution: 888AFRICA can measure the incremental impact of each message along the player journey, enabling true multi-touch marketing attribution.
- Personalization at Scale: 888AFRICA is empowered to personalize each marketing message’s audience, channel, and content levels with seamless and scalable tools.
“We are honored to have been selected as the CRM marketing partner for 888AFRICA, and we look forward to supporting their foresight and strategic approach in seizing market opportunities,” said Peter Miles, Director of Sales at Optimove. “The 888AFRICA team truly understands the power of loyalty and personalization in every marketing action, particularly in such a competitive landscape. We are committed to ensuring that our tools and capabilities become invaluable assets as we join their team in bringing their vision to life.”
“Our collaboration with Optimove marks a significant milestone in our pursuit of accelerating growth and elevating player retention in the competitive iGaming landscape,” said Christopher Coyne, CEO of 888AFRICA. “As we implement Optimove’s industry-leading CRM Marketing solution, we are confident in the capabilities it brings to the table. Optimove’s expertise in providing in-depth customer insights, smart orchestration, enhanced marketing attribution, and personalization at scale aligns seamlessly with our strategic objectives. This partnership reflects our dedication to delivering unparalleled gaming experiences and achieving our ambitious expansion plans across Africa’s regulated online betting and gaming markets.”