Nektan ups customer insight capabilities with Newlette ‘machine learnings’ CRM partnership

Seeking to boost its CRM and player management capabilities, London AIM-listed mobile gambling supplier Nektan Plc has partnered with ‘machine learning’ customer insights firm  Newlette.

Implementing machine learning processes, Newlette models player behaviour, presenting the optimum offers and bonuses, based on individual playing styles, to increase engagement and reduce bonus costs.

Nektan’s marketing and retention teams will gain a number of new player insights with regards to promotions, engagement and interactions through Newlette systems.

Gary Shaw, CEO of Nektan, said: “In a fiercely competitive market, providers must ensure their platform is highly data-driven for it to succeed.”

“The implementation of these new services will offer our white labels an increased player lifetime value, lower costs and better analytics to drive improved acquisition.”

Nektan has also introduced enhanced business intelligence reporting tools to produce detailed behaviour analytics, which will also be made available to its network partners, allowing them to analyse their own data.

Dr Gary Katzman, chief operating officer of Newlette, said: “We look forward to helping Nektan and its partners enhance player management through the implementation of sophisticated CRM tools.

“Newlette lives by the mantra: ‘We provide clients with the right offer, at the right time, every time’. We are in the entertainment game, so let’s entertain our clients.“