Romanian betting operator adopts Comtrade’s iCore platform

Romanian betting operator adopts Comtrade’s iCore platform

Wednesday, June 14, 2017
Bet Arena searched for a provider that could deliver targeted campaigns based on real-time player activity

Comtrade Gaming has signed an agreement to supply Romanian betting and gaming operator Bet Arena Interactive with its back-end enterprise gaming platform, iCore.

With more than 200 locations across the country, Bet Arena is a prominent operator in Romania and part of the industry leading Superbet Group.

Under the terms of the deal, Comtrade’s iCore solution will be deployed to help integrate Bet Arena’s retail and online operations.

The platform will be utilised to identify key player segments and automate multi-channel bonusing. It also contains a business intelligence back-office to support management strategies.

“Bet Arena is one of the largest retail betting companies in Romania,” Steven Valentine, director of Comtrade’s interactive division, told TotallyGaming.com. “They wanted to leverage their existing brand in the newly-regulated Romanian online market.

“Bet Arena searched for a platform provider that could deliver targeted campaigns based on real-time player activity and seamless bonusing across all products. They also wanted a very tight integration with their chosen sportsbook provider, which guarantees an unrivalled player experience.

From a single back office, iCore manages marketing campaigns across multiple brands, suppliers and products, and functions as the control centre for both acquisition and retention strategies.

The system is scalable for the highest player volumes and contains a centralised data warehouse for player data, campaign analysis and business reporting.

The Bet Arena deal is the latest in a string of recent contracts for Comtrade. Earlier this year, Dafabet, one of Asia’s largest online gaming operators, integrated the iCore solution, while Tatts Group in Australia implemented the company’s G2S technology to monitor up to 100,000 machines in New South Wales.

“Comtrade Gaming continues to go from strength to strength,” said Valentine. “Our business has grown significantly, but we are also extremely customer-focused and ensure there is no negative impact on existing clients.

“Our business strategy has always been to focus on providing the best back-end technology, and it is this approach that operators really appreciate.”

Totally Gaming says: Bet Arena has ambitious plans for online growth, and the company’s business objectives will now be backed by Comtrade’s advanced platform capabilities. The iCore solution will offer seamless integration with the group’s retail betting shops, giving Bet Arena full control over its operations and presenting a wealth of new marketing opportunities.

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