SBC News Voice of the Sports Betting Industry
Sportsbook provider Amelco has integrated real-time affluence scoring technology from beBettor.
Through beBettor’s data analytics capabilities, Amelco’s partnering UK-facing operators will be able to unlock additional marketing segmentation and custom relationship management (CRM) capabilities.
These include an Affluence Score from one to 10 assigned to each player, which is based on the customer’s postal address and wealth profile to allow for better-personalised marketing campaigns and engagement strategies.
Brandon Walker, Head of Business Development at Amelco, said: “We’re delighted to be partnering with beBettor to enhance the ability of our partners to discover their customers’ wealth and wagering potential.
“This collaboration allows our clients to create enhanced segmentations, deliver more personalised CRM experiences and unlock new business intelligence, which is hugely exciting.”
In detail, the advantages that Amelco’s integration with beBettor will offer to operators include the immediate segmentation of players upon sign-up, the streamlining of potential high-value and VIP player identification, as well as improved player lifecycle management with marketing that leverages the above data points.
To conclude, Sonny Cott, Chief Insights Officer at beBettor, added: “We are thrilled to be partnering with a Tier 1 platform provider like Amelco.
“Together, we’re bringing the game-changing power of player affluence scores to their UK-facing operator partners, enabling smarter segmentation and data-driven marketing to be leveraged across the industry.”
