The UK’s National Lottery boosts digital marketing capabilities

The UK’s National Lottery boosts digital marketing capabilities

Friday, July 7, 2017 Posted by James Walker
OtherLevels’ intelligent messaging will help Camelot better engage with its players

Digital marketing platform provider OtherLevels has extended its relationship with Camelot by supplying the UK’s National Lottery operator with additional messaging capabilities to further boost player engagement.

Camelot has integrated the supplier’s Web Push and Rich Inbox messaging services, broadening the way in which the organisation can send messages to National Lottery players via a desktop or mobile browser.

Web Push on desktop is designed to widen the operators’ reach with players who have previously been unreachable, while the Rich Inbox function will enable the Camelot to reach its entire customer base within its app, with messages sent to an ‘email-like’ inbox.

The new agreement follows Camelot’s initial integration of OtherLevels’ Native App Push, which provides push notifications via mobile devices.

Discussing the group’s already successful relationship with the digital marketing group, Andy Dellbridge, head of CRM and digital player communications at Camelot, said: “We’ve seen our revenue per 1,000 messages double via OtherLevels’ Native App Push service, and we’re very confident that the addition of Web Push and Rich Inbox will have a hugely positive impact too.

“None of this would have been achievable without the help of the experienced OtherLevels consultants and technical team, who have had a hands-on approach in setting up our messaging strategy, campaign optimisation and the sending of managed campaigns.”

Speaking with TotallyGaming.com earlier this week, Lance Standing general manager for OtherLevels in EMEA, said: “The additional of these message types will allow Camelot to put together a complete marketing matrix, which enables the CRM user to generate higher conversion rates.

“Collectively, these new message types are now reaching people standard marketing tools – and email in particular – just can’t reach.”

The new messaging capabilities will go live with Camelot in November.

Totally Gaming says: The adoption of OtherLevels’ intelligent messaging services will greatly improve Camelot’s ability to send out effective messaging to National Lottery players, while also improving player acquisition and retention rates. During the integration process, the operator will have access to the company’s experienced technical staff, who will ensure the smooth implementation of the new marketing services.

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