SBC News Optimove acquires AI top dog Graphyte

Optimove acquires AI top dog Graphyte

Optimove has acquired automated personalisation studio Graphyte, with a view of bolstering the personalisation and machine learning capacities of its CRM marketing platform for igaming and sports betting. 

Founded by former Ladbrokes engineer Damian Evans in 2018, Graphyte is a London-based engineering studio that has specialised in building customised real-time personalisation tools for industry incumbents. 

Since its establishment, Graphyte has built AI-based recommendation components for tier-1 operators Entain, Sisal Italia, 888 and Gala Bingo – with all components designed to meet individual scale dynamics.

 The studio is recognised as a leader in the development of machine learning tools to maximise user engagement with gameplay, browsing activity, whilst providing vital feedback in real-time interactions and choices.

 “I’m proud to welcome Graphyte to the Optimove family,” said Optimove Founder and CEO Pini Yakuel.

“Its evident, Graphyte’s machine learning and personalization capabilities are way ahead of the curve. Combining those with our native customer data platform and multichannel journey orchestration engine will prove extremely valuable for both our client bases and the iGaming industry.” 

Moving forward, Optimove will integrate Graphyte systems to expand its CRM platform, benefitting from new provisions such as ‘symmetric multichannel journeys’, that map-out users preferred personalization.

Further CRM enhancements will see Optimove secure a personalised Geo-targeted recommendation – helping operators comply with market-by-market technical requisites.

Optimove customers will also be supported by an extra 20 distinct one-to-one personalisation modules AI-built by Graphyte to provide the deepest segmentation of customer bases.

“We couldn’t be happier to join forces with Optimove as an integral part of their offering,” said Damien Evans, CEO and Founder of Graphyte.

“Optimove’s CRM Marketing capabilities are second to none, and its dominance in the iGaming market is well-established. If you add to that equation Graphyte’s market-leading machine learning personalization capabilities, the result is a game-changing marketing tool which will create unprecedented freedom for brands to realize their CRM Marketing visions. We’re excited to receive this significant vote of confidence from Optimove, the leading CRM Marketing player in the iGaming market.

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