32Red has unveiled a partnership that is to see the online casino firm integrate with Fast Track‘s CRM platform to power its player engagement.

Part of the Kindred Group, 32Red has invested heavily in advanced internal tools and highlighted the need for a CRM platform with ‘capabilities that would compliment their own systems’.

Mike Kirwan, head of UK customer marketing at Kindred, said: “We have had many in-depth discussions with the Fast track team and have been impressed by their attention to detail and the flexibility the FT CRM platform offers. We are confident that our team will be able to further enhance our player engagement using the platform’s extensive features.”

Fast Track, founded in 2016, is a customer engagement technology and service provider which provides the ‘only CRM platform’ built specifically for igaming.

FT CRM is said to provide operators with the capabilities, efficient workflows and precision-targeting of players that allow them to scale more effectively without needing additional resources. 

Simon Lidzén, co-founder and CEO of Fast Track, said: “We are looking forward to working with 32Red. They have a fantastic reputation for innovation, along with the wider Kindred Group, and we expect that they will use the flexibility we offer to their advantage with some unique custom integrations.”