Optimove partners with 888AFRICA for enhanced growth and player retention

Optimove has partnered with 888AFRICA to strengthen its footprint in the African continent. 

888AFRICA is part-owned by 888 Holdings PLC which has a presence in the Democratic Republic of Congo, Tanzania, and Mozambique through the 888bet and 888bets brands, together with BetLion in Zambia. 

Peter Miles, Director of Sales at Optimove, commented: “We are honoured to have been selected as the CRM marketing partner for 888AFRICA, and we look forward to supporting their foresight and strategic approach in seizing market opportunities.

“The 888AFRICA team truly understands the power of loyalty and personalisation in every marketing action, particularly in such a competitive landscape. We are committed to ensuring that our tools and capabilities become invaluable assets as we join their team in bringing their vision to life.”

By leveraging Optimove’s CRM Marketing solution, 888AFRICA said it will be able to access unified player data to “create as many creative player segments as they desire without relying on other teams”. In addition, the brand can also use AI capabilities for multi-channel orchestration.

Christopher Coyne, CEO of 888AFRICA, added: “Our collaboration with Optimove marks a significant milestone in our pursuit of accelerating growth and elevating player retention in the competitive igaming landscape.

“As we implement Optimove’s industry-leading CRM Marketing solution, we are confident in the capabilities it brings to the table. Optimove’s expertise in providing in-depth customer insights, smart orchestration, enhanced marketing attribution, and personalisation at scale aligns seamlessly with our strategic objectives. 

“This partnership reflects our dedication to delivering unparalleled gaming experiences and achieving our ambitious expansion plans across Africa’s regulated online betting and gaming markets.”

The latest news comes off the back of a similar deal by Optimove, having recently signed with Kindred for the provision of additional CRM marketing capabilities.