Kindred’s Unibet signs up Optimove as exclusive CRM partner

Kindred Group PLC-owned Unibet has announced a new partnership with Optimove that will see the former fully optimising its CRM marketing activities. 

The strategic investment into Optimove by Unibet shows a continued commitment to scaling retention and player lifetime as a key growth indicator for the business. 

Through Optimove’s CRM Marketing solution, Kindred will be able to “measure and attribute the incremental value of each player interaction and increase operational efficiencies”.

Dan Gabay, Director of Retention Marketing at Kindred, said: “With Optimove as the trusted CRM Marketing leader, we are confident they will contribute to our ongoing efforts to enhance players’ experiences. 

“Optimove will assist us in delivering personalised and timely customer messages that align with the speed of player interactions with our sports content and casino gaming.”  

By utilising Optimove’s full suite of marketing channels, Kindred will gain access to an AI-driven personalised player experience, a unified customer profile offering, as well as a multichannel orchestration for campaigns.

Motti Colman, VP of Revenue, Gaming at Optimove, added: “Kindred is a true leader in igaming committed to delivering an exceptional customer experience to their players. 

“This partnership forms a powerful alliance, and we are honoured to have been selected. We appreciate Kindred’s confidence in our ability. We are excited that our combined efforts in the upcoming years will be revolutionary, propelling Kindred and igaming marketing into a new era of growth.”