Targeted mobile marketing proving a real winner

Targeted mobile marketing proving a real winner

Wednesday, January 27, 2016 Totally Gaming
Element Wave CEO Dorothy Creaven noted the impact of her company on bwin.party's mobile performance

The opportunities offered by mobile-specific marketing campaigns have been underlined by the release of results detailing bwin.party’s ongoing partnership with Element Wave, the customer relationship management (CRM) specialist.

Element Wave was hired by bwin.party in 2014 to manage all mobile activities across 15 native mobile applications across various countries and labels, while working closely with the gaming operator’s CRM team “to help create value and drive engagement for their mobile customers”.

The marketing company said in a statement that its targeted push and in-app campaigns over the last 15 months have consistently achieved a 200 per-cent to 300 per-cent increase in mobile bets when compared to control groups. It also said its custom-built technology produced between 50 times and 100 times more mobile bets on specific in-play campaigns.

Element Wave, which will be exhibiting at ICE Totally Gaming for the first time next week, also said that in-play campaigns produced twice as many overall mobile bets across all live markets on selected sporting events.

“The team at Element Wave have done an excellent job in modernising our mobile CRM approach, providing both custom-built technology and the mobile marketing expertise to plan and execute campaigns,” said Gonen Solomon, head of CRM at bwin.party.

“This has resulted in a real uplift in both our mobile turnover and player engagement.

“Their knowledge of the industry, coupled with their solid reputation and expertise in mobile technology, has opened up exciting opportunities to creatively market to our mobile players in-play. This has enabled bwin.party to really stand out from our competitors.”

Element Wave, which also works with Betsson and Colossus Bets, said that its team combines target audience segmentation and behavioural analysis to create compelling messaging for bwin.party mobile players. The team also creates new user cycle campaigns and funnel conversions which, it said, have “led to dramatically increased player engagement and open rates”.

Dorothy Creaven, chief executive of Element Wave, added: “We’ve had a tremendous working relationship with bwin.party over the past 15 months and we’re thrilled that the work we’ve been doing has had such a positive effect on their mobile revenue and engagement.

“Our custom-built, market-leading technology is all about opening up creative options for mobile marketing. We do this by personalising content based on key touch points in user journeys, previous purchase history and popular trends. Now is definitely the time to be investing in mobile CRM and marketing.”

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