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CRM marketing platform Optimove has sealed the acquisition of cloud-based personalisation specialist Graphyte.

The deal will open the door for more operators to capitalise on Graphyte’s platform and iGaming industry software solutions as part of Optimove’s multichannel CRM marketing hub.

Graphyte is a London-based start-up founded in 2018. It currently employs 20 staff and its scalable personalisation engine is used by firms including Entain, Sisal and 888.

Graphyte’s personalisation platform serves up AI-based product recommendations and personalises web and mobile sites and apps to engage customers.

For example, Gala Bingo has driven a 35% turnover uplift using Graphyte’s web personalisation models and has seen a 300% increase in site visits when providing tailored recommendations to players via email, instead of traditional static emails.

The company applies advanced machine learning to betting, gameplay, and browsing activity in real-time to make every interaction with a customer as relevant as possible.

Graphyte’s offering will now integrate with Optimove’s CRM marketing capabilities, which host a Customer Data Platform (CDP) at its core.

Optimove offers marketing teams direct access to their customer data to build, test, orchestrate and optimise hundreds of personalised CRM campaigns weekly.

Optimove founder and CEO Pini Yakuel: “Graphyte’s machine learning and personalisation capabilities are way ahead of the curve.”

Operators using the Graphyte and Optimove joint solution will now be able to deliver unparalleled holistic player journeys such as symmetric multichannel journeys, geolocation-triggered personalised recommendations and true 1-to-1 personalisation.

Optimove founder and CEO Pini Yakuel said: “Graphyte’s machine learning and personalisation capabilities are way ahead of the curve.

“Combining those with our native customer data platform and multichannel journey orchestration engine will prove extremely valuable for both our client bases and the iGaming industry.”

Graphyte was co-founded by former Ladbrokes Coral sports brands analytics director Damien Evans and his colleague at the time Rob Davis.

Four years ago, the pair looked at the major providers of online personalisation software such as Salesforce and Adobe and decided that none of them were the right fit for the betting industry.

That was when they decided to build their own solution. You can hear more about their journey and Optimove’s acquisition on the iGaming NEXT podcast with Pierre Lindh.

Evans said: “We couldn’t be happier to join forces with Optimove as an integral part of their offering.

“Optimove’s CRM marketing capabilities are second to none, and its dominance in the iGaming market is well-established.”

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