iGP has strengthened its marketing capabilities through a new partnership with Optimove.
As a result of the collaboration, iGP’s partners will be able to utilise Optimove’s capabilities to strengthen CRM marketing and player engagement through the activation of player data.
Adi Dagan, Senior Director of Partnerships at Optimove, commented: “This partnership empowers operators using iGP solutions with positionless marketing, delivering deeper insights into their players, the ability to create personalised assets, and the independence to engage and grow in an increasingly competitive landscape.”
According to iGP, operators will be able to plug real-time player data into Optimove’s segmentation, analytics and marketing automation tools, allowing them to trigger campaigns, enhance the personalisation of player experiences and maximise player value.
By doing so, iGP emphasised that using player data in this way can aid in meeting the challenges caused by rising acquisition costs and competition for players’ attention.
Jovana Popovic Canaki, Chief Executive Officer of iGP, described the new partnership as strengthening the foundation of iGP’s platform solution, as the company continues its transformation towards solely becoming a B2B technology provider.
“Together we are enabling operators to activate their player data, personalise engagement at scale, and drive stronger long-term growth,” she added.
Trading on honesty and integrity
Last month, iGP’s Chief Marketing Officer, Michael Baker-Mosley, spoke to iGaming Expert about why it is vital platform providers like iGP set realistic expectations for clients in a bid to avoid ‘over promising and underdelivering’.
He said: “Realistically, it takes two to three months to get a new platform live, and that would be a good timeline. But some people tell operators four weeks and we know about deals that we’ve lost, they’ve gone live a year later.
“If you want to offer real powerful gaming experiences, it takes time. We talk about it a lot in B2B, but less so in B2C. Increasingly, we have a homogenised product where operators are competing on experience, not on product.”
“If everybody’s got the leading 10 slots in the world, you’re competing on brand and experience. So to get that right, to penetrate into a new market takes time and investment.”
