Playtech has introduced Campaign manager, designed to highlight player journeys and improve individual marketing.
Paddy Power is one of the first online sites to test the system, using it to automate and optimize conversion efforts for its casino product.
Offering both scheduled and real-time triggers and conditions, the out-of-the-box system integrates with the advanced bonusing, messaging, personalization and content delivery tools of the IMS, as well as providing integration options, allowing licensees to design user journeys across all their products and channels, the company said in a release.
Campaign Manager enables features including automated player segmentation, multivariate testing with test and control groups and a wide range of outcomes including multi-product and cross-channel bonusing, player messaging and business alerts, the company said.
“Campaign Manager’s cross-channel and multi-product capabilities deliver on the promise of the IMS being a one-stop-shop and a source of success for our clients, while enhancing its current functions to create additional value for our customers,” said Shelley Harding-Ban, IMS product manager for Playtech. “The system is showing exceptionally good results and we are again raising the bar, firmly cementing our position as the leading platform, software and services provider within the global gambling industry.”
Playtech plans to introduce Campaign Manager to additional licensees in the coming months.
