SBC News Voice of the Sports Betting Industry
Finland’s national lottery operator, Veikkaus, has partnered with Optimove to leverage the firm’s CRM marketing solution.
The deal with Optimove – the only CRM marketing olution approved as an official European Lotteries Association Associate Member – aims to ‘elevate player experiences, loyalty and lifetime value’.
Saara Pekkonen, VP of Marketing at Veikkaus, commented: “This partnership with Optimove marks a significant step forward in driving our growth and responsible gaming initiatives. Optimove’s track record and industry experience are unparalleled in CRM marketing.
“Optimove’s proven ability to deliver personalised, data-driven player engagement at scale will be central to our continued drive to elevate our marketing strategy and execution. Optimove’s AI-powered capabilities enable us to offer players more relevant and engaging experiences, increasing satisfaction, loyalty, and maximising player lifetime value.”
In more detail, predictive models will support responsible gambling by anticipating player behaviour.
Furthermore, Veikkaus will receive ongoing support from Optimove’s strategic services team, which aims to ensure tailored, data-driven marketing and monetisation strategies to maximise business results.
“Veikkaus has an incredible legacy in delivering engaging and Responsible Gaming experiences to the people of Finland,” added Pete Miles, Director of Sales at Optimove.
“We’re honoured to partner with them to enhance player engagement through tailored, data-driven marketing strategies. Optimove will enable Veikkaus to personalise every touchpoint, increasing player loyalty and satisfaction while ensuring Responsible Gambling practices remain at the forefront.
“Working in partnership with the Veikkaus team, we’ll provide data and insights that help Optimove continually lead the CRM marketing space with other WLA Members.”
The agreement comes ahead of significant regulatory and market changes in Finland, where the government is seeking to end the monopoly over gambling held by Veikaus for several decades – though it is important to note that the state-owned firm is itself supportive of this decision.
