Playtech’s Unrolls Campaign Manager to Optimise Offers
Ben Jones / 5 years ago
Playtech technology makes for more tailored gaming
Playtech is perhaps the most important name in online gaming. Established in 1999 and floated on the London Stock Exchange in 2006, Playtech is the world’s leading provider of online gaming software. Many of the top brands online and offline are supported by Playtech. That means that when Playtech trial a new product, the gaming world takes notice.
International market leaders on the scale of Ladbrokes, SkyBet, William Hill, Bet365 and Titanbet are supported by Playtech’s turnkey products and support services. In effect, what is presented to users is simply a branded skin that masks the generic machinery that different operators hold in common.
Over recent months Playtech have been trialling a new Campaign Manager which is designed to enable operators to more successfully target their clients in terms of bonuses, incentives, cross-game appeals and direct messages. From the client’s perspective, what the Campaign Manager delivers is a series of offers, products, games and messages that are ever-more perfectly attuned to their individual gaming interests, habits and spending levels.
Rather than being distracted with messages or options that are of little relevance, what the Campaign Manager is designed to achieve is a gaming environment in which the player’s own preferences and gaming history determine what he or she is presented with online. As part of that process the new Campaign Manager assesses and inform the marketing of different initiatives offered by a particular provider.
“Campaign Manager has allowed us to fully automate many of the conversion, retention and reactivation cycles which we previously performed manually, allowing us to focus our resources on optimising our offers and improving our targeting. It’s also helped us significantly increase productivity within our marketing operations teams and gives us a faster time-to-market for new ideas.”
Ordinarily, players are not too concerned with what happens behind the scenes at their favourite online casino or betting provider. It is in the nature of digital technologies that their interest horizon is limited to the specific gaming opportunities at their fingertips. Nonetheless, the level of sophistication and the extent of the market analysis that goes into making online gaming so popular in the first place are not to be underestimated. It is what makes the gaming experience user-friendly in the first place. The move to handheld technologies is merely the latest evolutionary step in that process. Inevitably, Playtech’s designers have factored that into their calculations. Ultimately, what results are better games and more satisfied gamers.
The rate at which the online gaming industry is expanding across the globe is testament to the quality of Playtech’s products and services. It is estimated that mobile gaming will account for as much as 40% of the world’s online gambling spend by as early as 2018. Given that the online gaming industry has only been in existence for a little over 10 years, that degree of penetration speaks volumes.
Playtech is formally based in the Isle of Man and employs approximately 3,500 individuals worldwide. In 2014 its revenues increased by 21.2% to €214.4 million, resulting in a profit of €96.8 million.