PlayOJO recruits Betgenius for highly personalised digital retention push

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Operator PlayOJO has aligned itself with technology and platform provider Betgenius, as it embarks upon a “personalised retention drive”.

Set to roll-out a number of personalised digital retention campaigns, the online casino brand is to utilise the Genius Sports Group brand’s “specialist marketing tools,” following a “hugely successful year-long acquisition campaign”.

This saw PlayOJO scale their customer base through Betgenius’ market-leading programmatic media buying services.

Josh Linforth, business development director of digital marketing at Betgenius, said: “PlayOJO is a pioneering operator which understands that relevant, targeted messaging is now a prerequisite for retaining and driving maximum lifetime value from casino customers.

“Having played a major role in helping PlayOJO rapidly expand its customer base, applying our personalised retention services is a natural evolution of our partnership.”

As part of the new retention drive, tools in place are to enable PlayOJO to better identify and target individual customers’ on-site behavioural characteristics, including their time spent on-site, preferred slots titles, duration of session and deposit frequency.

Furthermore, via in depth analytics and micro-segmentation, the online casino is to engage its active player base with precise messaging, with a goal of maximising the value of each customer.

Samit Dutta, head of digital at PlayOJO, said: “In the last year we have grown from new kid on the block, to an established brand fighting for a top five share of voice in the UK.

“We’ve done this by understanding the importance of retention, and really caring about getting our customers to engage more with PlayOJO.

“We pride ourselves in being an innovator, and that is why we were keen to work with Betgenius to build industry leading personalisation, interrogating the data available to build actionable segments and deliver dynamic ads.

“With all the clutter in the digital marketing landscape, it’s important to stand out and serving contextually relevant advertising gives us the cut through we need.”