OtherLevels Q&A: Redefining the approach to player engagement

OtherLevels Q&A: Redefining the approach to player engagement

Wednesday, August 16, 2017 Posted by Luke Massey
The digital messaging provider has recently strengthened its senior team

Just over a week ago, OtherLevels hired former Camelot Head of CRM Andy Dellbridge to maximise its clients’ investment in digital messaging. We caught up with Lance Standing, General Manager in EMEA, to discuss the new appointment and planned updates to the company’s messaging platform.

Totally Gaming: Dellbridge used OtherLevels messaging during his time with Camelot; do you have any stats for how your services brought about revenue increases for the operator during this period?

Lance Standing: During Andy’s time at Camelot, the OtherLevels Native App Push service helped the UK’s National Lottery operator double its revenues per 1,000 messages sent to customers. The service sends push notifications via native mobile applications, and with the OtherLevels platform capable of targeting anonymous users, it greatly enhances the operator’s reach, ability to convert users and monetisation of users over their customer lifetime.

Totally Gaming: Do you have any plans for changes to the OtherLevels messaging platform?

LS: Our recent partnership with artificial intelligence marketing company Amplero will allow us to power the OtherLevels messaging platform and will redefine the way operators approach player engagement and marketing automation. Instead of running a hundred different campaign messages, we can simultaneously run thousands, and finding those that deliver the best revenue and outcomes.

Furthermore, rather than scaling human costs linearly with the number of campaigns, the optimisation and segmentation can be done by artificial intelligence, reducing the costs of the marketing function.

We’ve also developed two new messaging types which will greatly help the way in which operators can engage with their customers. Rich messaging will enable operators to send out campaigns using various messaging types to include videos and gifs, which are already very popular across media channels at present.

Further down the line, the OtherLevels goal is to send out a universal message with our platform. This will decide the most effective messaging contact point to use to convert each user. For instance, some users are more likely to respond to push notifications, while others prefer interstitials, and our platform will know which of those messaging types to use on an individual basis.

Totally Gaming: Which key clients will Dellbridge be targeting in his new role?

LS: As Head of Professional Services and Customer Success, he will play a key role in helping all our clients, both new and existing, to implement effective messaging strategies and campaign optimisation to help them improve the way in which they identify, engage and convert users.

He’s already aware of the services we provide from his time at Camelot, so I’m sure he’ll become a valuable member of the OtherLevels team.

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